Heroes of Hope
Brand Direction 05–06–2026 - Current
DELIVERABLES:
MARKETING TEAM:
Javier Fernández-Dussaq - Consult
Kim Dumke - Design
Annanya Dwivedi - Copywrite
Adrián Vallejo - Copywrite
The Ask:
Heroes of Hope is one of NPH USA’s recurring giving programs.
Children and families are supported through member’s unwavering support. This allows them to focus on thriving in thier community and building up those around them.
During my time with NPH, the marketing team was tasked with launching a rebrand of an established program. We aimed to energize new prospects while retaining longtime NPH supporters. I led the logo redesign and was supported by the team with copywriting.
We set out to build visual concepts around the idea of connection beyond borders.
Experimenting with stairs/steps to symbolize upward mobility in life and connection by an extended hand of support. Ultimately we were most moved by the way our members pour their generosity into helping families miles away, far past their own backyards. And since direct mail drives our strongest results, we wanted to incorporate mail-inspired elements in the new logo. The team felt the strongest connection to the stamp. The first concept depicts a large silhouette guiding a smaller one onto a step. The selected concept took a more minimal approach to the stamp idea but kept the idea of an offered helping hand.
COLOR PALETTE
The initial palette included seven colors, so the vision was to narrow the palette down to a primary, secondary, and tertiary selection. NPH also founded and continues to support St. Damien Pediatric Hospital in Haiti, which kept its original teal color.
TYPOGRAPHY
LatinoGothic-Variable was used for “HEROES OF” and Bungee-Inline was used for “HOPE”.
A strong sans-serif was the preferred route and we opted to use two to convey both a unique quality with the inline detail and strength from a solid san-serif.
Development - Alternate Concept
Development - Selected Concept
Proposed Social Media:
Proposed Email Templates:
Proposed Thank You Cards (Hearts for Haiti included):
© 2025 - ELENA SEATON