The Goal

SINAG Foundation needed a new visual identity that would simplify its main attributes for clarity, maintain an iconic presentation, and reposition the organization to attract larger donors, increase social media engagement, boost foundation funds, and better match the brand to its donor audience.

Brand Discovery

The Mind Map

TTGC conducted deep research into SINAG Foundation’s mission, vision, online presence, and comparable organizations. The findings were organized into a comprehensive mind map built around three pillars: Hope (sun, life, guide, fire, path), Charity (care, selflessness, love), and Future Building (teamwork, mission-driven, scholarships).

Creative Philanthropy

From the research emerged a two-word brand essence: "Creative Philanthropy" — highlighting the foundation’s unique use of art as a tool for social good. This became the guiding principle for all design decisions.

The Design Process

TTGC explored dozens of concepts — from roses to spotlights to abstract suns — before arriving at three distinct proposals, each telling a different story about the foundation’s mission.

Version 1: Sun, Pen, Canvas (Chosen)

The first concept combines three symbols into one iconic mark: sun rays represent the dawn of new opportunities, the pen tip symbolizes the power of ideas, and the canvas represents the limitless potential of the human spirit. The imagery of a road stretching toward a celestial sun symbolizes the pursuit of a radiant future.

Version 2: Sun, Compass, House

The second concept reflects a world where everyone has a home, a direction, and the opportunity to thrive. The compass points (NSEW) represent guidance, and the house at the center symbolizes the foundation’s family-like relationship with its scholars — they come to the founder’s home, eat together, and spend time as a real family.

Version 3: Intertwined S + F with Infinity Torch

The third concept symbolizes the foundation’s mission to illuminate the path to a brighter future. The intertwined letters S and F with an infinity torch represent an unwavering commitment to guiding and inspiring others.

Why Version 1 Won

All three proposals were presented with identical flexibility demonstrations — each shown on hats, mugs, shirts, business cards, pens, phones (including foldable phones, a key device for the target donor audience), and large-format environmental signage. Version 1’s combination of sun, pen, and canvas most directly embodied "Creative Philanthropy" and produced the strongest emotional response.

A logo’s goal is not to communicate, but to be the face of the company. It needs to be appropriate, distinct and memorable, and simple.

The Result

SINAG Foundation now carries an identity that captures both the warmth of its mission and the creativity of its approach. The sun-pen-canvas mark works beautifully at every scale — from a volunteer’s cap in the field to a billboard in the city center — and the "Creative Philanthropy" positioning gives donors a clear, memorable understanding of what makes this foundation unique.