Giving back smiles across the African continent
Daily Smile Charities Africa is a Ugandan non-profit organization with the aim of uplifting and transforming struggling communities across Africa. I had the opportunity to volunteer my time and craft a brand identity to forward their mission.
BRANDING
Brand Strategy
Brand Identity
Promo & Apparel
I sent a pre-recorded video presentation to Galami—CEO of Daily Smile—to walk him through my thought process.
This concise, narrative presentation earned a first-pass approval from across the world without the benefit of a real-time conversation.
Process shots
Just a few of the photos I received showing the people, places, and products of Daily Smile. The vivid imagery was vital to my understanding of who the brand serves.
Some brief notes after initial conversations and review, along with some emoji logo exploration.
The messy word maps, scribbles, and sketches of a mad man. Three keywords that I honed in on for visual guidance: Sun (Daily), Joy (Smile), and Patterns (Culture).
A bit of pen and paper exploration of patterns and smiles.
The meaning behind the mark
I really wanted to create a mark packed with meaning. At the same time, I knew the importance of providing a simple, distinctive logo that would create a memorable presence wherever it was displayed. I tried to achieve that balance by boiling down big ideas to simple representative concepts.
