Rex Maughan Forever Giving Foundation
Charitable Foundation
The Foundation needed a refreshed brand identity that could support its growth, partnerships, and public presence. While an existing logo and colour palette were in place, the identity lacked flexibility, narrative depth, and digital functionality.
The brief focused on modernising the Foundation’s visual language, strengthening its storytelling, and creating a system that could work consistently across digital platforms, printed materials, and partner communications, while retaining the human values at the heart of the organisation.
My approach began with understanding the Foundation’s purpose, ambition, and audience, and identifying where the existing identity was holding it back. The goal was to build on what already existed, not overwrite it, creating a more expressive and functional system that could grow with the organisation.
The visual system was refined to feel more open, optimistic, and contemporary. Colour was used more confidently to bring warmth and clarity, while typography and layout were reworked to improve hierarchy, accessibility, and digital performance.
Narrative played a central role. The identity needed to communicate impact, care, and trust without feeling overly corporate or emotionally distant. Imagery was introduced as a key storytelling tool, focusing on real people, real communities, and real outcomes.
The logo itself was developed collaboratively with the Foundation’s President. The hands-and-people symbolism spoke directly to the Foundation’s mission, and the wider system was designed to support and strengthen that idea through considered use, rather than rely on the logo alone.
The refreshed identity repositioned the Foundation as a credible, modern, and forward-looking organisation, better equipped to support its growing network of partners and initiatives.
By introducing a flexible digital-first system, clearer narrative direction, and a more confident visual language, the Foundation gained an identity that could communicate impact consistently and authentically across all touch-points.
Most importantly, the work helped shift perception. The Foundation now presents itself not just as a charitable arm, but as a serious organisation with a clear voice, purpose, and future.
