Orbi Fund, an non-profit organization that aids stroke survivors, faced the challenge of developing a distinctive and easily recognizable visual identity.

The challenge: To create a brand identity that had a clear association with stroke-related issues while retaining the company's existing illustrative style that people were already familiar with.

The Solution: To maintain a connection to their previous branding, I decided to incorporate a metaphor into the logo. I reimagined the letter "O" within the word "Orbi" to convey tension. The squeezed “O” illustrates tension. In a more general sense, the slanting of the letter is a metaphor for that asymmetry which first appears in the patient’s symptoms and then, after the stroke, in the disproportionate division of their life into two parts. This is seen clearly in the ornament, where the broken outlines of the objects symbolize vulnerabilities, the manifestation of symptoms, and the speed needed in efforts to help.

I developed graphic layouts, design principles, a refreshed style of illustrations and a core set of visual assets.