Jasmine Foundation

Scottish Design Awards 2024: Brand Identity Finalist.

Art Direction
Brand Identity
Digital
Social
Tone of Voice

Sharing a creative approach to mental health. The Jasmine Foundation is a newly-founded charity. Following its founders personal experiences, they set up the organisation with a dedicated view to raising awareness around young people’s mental health — inspiring new conversations and championing creativity as an aid for personal well-being.

We were approached by the charity to develop a visual identity for launch. Through discussion, the core values of creativity, self-reflection and support were developed as a starting point for our work together. Central to the visual identity is an interlinked ambigram marque that can be read both ways, hinting at creative positivity at the heart of the organisation — this subtly combines both J+F initials of the organisations name, while acknowledging important aspects of self-reflection.

The accompanying wordmark is set in a modified version of Queens, a refined, characterful and youthful accompanying serif typeface. We approached the independent type foundry Kilotype during the initial stages of the design process — through our discussions regarding the charitable nature of the project, they very kindly donated our use of Queens to the identity. A soft, calming colour palette colour lends an accessible yet contemporary approach in application both on and online, while supporting secondary typography is complementary and accessible in nature.

Collaboration is a key foundational pillar for the organisation — with this in mind, we approached Glasgow-based illustrator Fruzsi Fölföldi to create an initial suite of simple, contemporary linework illustrations based around the three key values of The Jasmine Foundation and inspired by the founders own experience: Creativity, Education and Community. This approach to supporting visual assets allowed these elements to be more relatable to the key audience of young people, as they worked easily across a range of applications.

Our brand work for the Jasmine Foundation was successfully launched at the Edinburgh Book Festival in 2023, through a keynote discussion around mental health hosted by Professor Stella Chan and Dr Alison Harper, clinical psychologists in adolescent health. Attendees at the event were each given a bespoke sheet of origami featuring an interpretation of our brand work. Guest were then encouraged to take a restful twenty minutes to fold an origami crane – the bird of happiness – at the event, and as a symbol of creativity as a catalyst for mental well-being.

“From a jumble of ideas, the Touch Agency distilled our thoughts and intentions for the charity to come up with a distinct, quirky and creative identity way beyond our hopes. The team were empathetic and professional throughout the whole process.”

Charlie Macquaker, Founding Partner