Playing on both the organisation’s approachability and geographic reach within a single icon, we developed a device with a sense of trust and positivity values that are key to Capability Scotland’s work.
Working closely alongside key stakeholders at the organisation, these values were then distilled into a reaffirming supporting line, ‘Here for disabled people’ that would help communicate the charities vision more easily. A vivid and flexible colour palette speaks to a variety of audiences while clear, clean typography puts information first.
We also conceived a series of playful CS word pairings, setting a precedent for an uplifting and direct tone of voice for use across the organisation.