Leaders on the GOod

Event branding and materials
for KALFI Lead

KALFI Lead is a Philippine Youth Leadership Program by the Kalinangan Youth Foundation, with a mission of empowering young women leaders and contributing to their holistic development, through partnering with family and educational institutions in the Philippines.

After a successful project from the previous year, they came to me again in order to create the branding for their recruitment campaign.

Visual Research

The client came to me with campaign title — “Leaders on the GOod” — and a concept in mind — a visual play on traffic elements to emphasize the ‘on-the-go’ idea.

I proposed a visual style that would incorporate a vintage risograph look by playing around with textures, color overlays, and slightly offset shapes. I also created a bright colorful palette in order to make it feel young and fun.

Style inspiration board

Logotype

After exploring different typefaces and layouts, we decided to a retro-feel typeface for the logotype and incorporated the client’s concept of a visual play on traffic elements through the crosswalk and pedestrian light.

Primary logo and variations

Key Visual

I created a couple of sketch options for the key visual and we landed on a full illustration of women walking along a crosswalk to represent the idea of young women leaders taking initiative and driving positive change.