SINAG Foundation
Creative philanthropy — a new visual identity for a foundation using art as a tool for social good.
SINAG Foundation — the chosen logo: Sun, Pen tip, and Canvas.
SINAG Foundation uses art as a tool for social good. Their brand needed to reflect that mission while attracting larger donors and increasing social media engagement. TTGC coined the two-word brand essence "Creative Philanthropy" and built the entire identity around three pillars: Hope, Charity, and Future Building.
The goal was to build a new visual identity that simplifies the logo for clarity, repositions the foundation to attract larger donors, increases social media engagement, and creates a brand that better matches its donor audience.
TTGC conducted deep research into SINAG’s mission, vision, and comparable organizations. The findings were organized into a mind map built around three pillars: Hope (sun, life, guide, fire, path), Charity (care, selflessness, love), and Future Building (teamwork, mission-driven, scholarships). From this research emerged the two-word brand essence: "Creative Philanthropy."
Mind map — Hope, Charity, Future Building.
Dozens of logo sketches explored.
Three distinct logo proposals were presented, each telling a different story about hope, creativity, and the foundation's deep commitment to its scholars.
V1 — Sun, Pen, Canvas.
V2 — Compass, House, People.
V3 — S+F infinity torch.
V1 with wordmark — the chosen direction.
Every logo was shown in context across real-world applications — from banners to volunteer shirts to the foldable phones used by the foundation's target donors.
Large-format banner mockup.
Cap and shirt mockup.
Business card mockup.
Kid's volunteer shirt.
Foldable phone — key device for target donors.
Branded pen with V1 logo.
Mobile website with V1 logo in action.
“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.”
