STAND Brand

For over 20 years, SUAS has empowered students to tackle global inequalities. To strengthen international ties and revitalise the volunteer base, they needed to make a change. We developed a new name and brand system, STAND, to reposition the organisation as an international force for good.

This process involved ongoing engagement with members, volunteers, stakeholders, and students. Through open dialogue, we defined brand parameters and success metrics, using co-design to ensure relevance and alignment. The resulting brand system is bold and vibrant, utilising a dynamic colour palette optimised for digital channels. Its activist-inspired typography balances youthful optimism with serious messaging. Designed to strengthen brand presence, it seamlessly integrates with casual photography and video on platforms such as TikTok, Snapchat, and Instagram Reels.

Systemic solutions are slowly forged through meaningful dialogue. Progress is messy and this brand system needed to reflect the nature of progress. We designed a simple, versatile icon suite that grows in complexity through layering and combination. This atomic approach fosters experimentation as the brand continues to grow and evolve. At times, it can become complex and even cluttered, but that’s what progress looks like!