Small Foundation

Working to end extreme poverty in Sub-Saharan Africa by 2030, Small Foundation help catalyse income generating opportunities for poor rural people.

A small organisation with big aspirations and a focused vision, it was important that the new identity communicated this ambition clearly, setting an obvious demarcation from the NGOs who work in the communities.

The central concept conveys the organisation as being a small but strong element within a larger network entity.

The visual language is designed with the vibrant African culture, colours and textures in mind. A palette which comes directly from the Saharan African landscape was introduced along with graphic elements such as the African map made up of finely crafted dots inspired by African art. Photography came from their affiliated organisations bank of images and chosen for their bright colours and positive interpretation of the work done on the ground and its impact on small businesses in these poor areas.

A key visual asset created to help explain this is an infographic “Theory of Change” which charts their role through the ecosystem developing income generation opportunities. This is a key element of their website, designed and developed as part of the overall rebrand.