Brief:
The Advanced Identity Design Brief asked us to design a logo and four brand contact points for an associated brand of the Quad Para Association of KZN. The specific brand chosen was, Phakama Human Development Services.
The Solution:
By firstly looking into what Phakama means and the target audience it serves, it became apparent that the identity created needed to keep the Zulu name, as it would be relevant to the main demographic served through the programs.
Phakama in Zulu means: lift up, rise up, develop and uplift.
The dandelion represents upliftment and development in the carefree connotations it carries. The dandelion also represents the freedom that Phakama Human Development Services provides for people who have acquired spinal cord injuries, as well as for able bodied, unemployed youth.
