Brand Redesign for LAFF
LAFF (Latin American Foundation for the Future), is a non-profit organisation based in Cusco, Peru. They work with partnerships with organisations in the Cusco region to create conditions for lasting, locally led change for children and young people.
Freelance Client Project I 2025 - Ongoing Website Development
Context: I was recommended to LAFF by my colleage who worked there. They needed a full redesign of their brand, emphasing the need to look more professional and aligned with their mission. The re-design project is on-going as they are still in the process of updating their website.
My Role: Over the course of a year, I worked with the head of PR to develop the following:
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Logo Creation
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Branding Booklet PDF
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Brand Usage Document
Design Thinking: Through competitor research, sketching & developing ideas with the LAFF team. We finalised a design which involved the ‘khipu’. A sophisticated knotted-string recording devices used by Andean civilizations, particularly the Inca Empire, centered around southern Peru. After experimenting with ideas, the knot was placed in the ‘A’ of the logo, alongside colours terracotta and cactus, which are direct influences from peruvian landscape.
Result Brand Booklet PDF: A refreshed brand guidelines kit with new logo, font, colour scheme & textures for the website. All which are reflective & aligned with the mission & values of the NGO.
Result Brand Usage Document: A simple, brand usage document for the team to understand the new brand logo, colour schemes, font and textures.
Rebrand + Brand Identity
Illustrator
Photoshop
Indesign
Result Apparel: new logo will also be clearly displayed on volunteer's uniform, and apparel bought by supporters and donors.