Marthga Lesoalo stared the Heartfelt project with Julie
Hadley after her son, Emmanuel died in prison wrongly accused and sadly abused.
After stealing what little money Martha had and promising to get Emmanuel out
of prison, the corrupt lawyer left her broken hearted. With no husband to depend
on, no job opportunities – Martha did what came naturally to her – she found a
way to survive. The Heartfelt project is her story. It’s about the lives of the
women and families in her community, in a little place called Makapanstad.
Together Martha and Julie started creating and designing Heartfelt products,
using traditional craft skills, felt and beads. Today they are sold within
South Africa and internationally.
The brief consisted of a new logo,
minimum five packages, in store promotion, letterhead, envelope, business card,
gift cards, donation card, corporate folder and brochure. I was so moved by the story and the
deeper meaning behind heartfelt, that I made exactly that my concept.
Throughout the project the meaning of words is used as design elements. The
pattern consists out of symbols within the Heartfelt story and culture. As part
of the reader becoming part of the story, words are translated into Zulu, Twana
and Sesotho, so that it can be learned.
Further more, the meaning of every lady’s name, are also used throughout the design. Thus connecting the consumer with
Heartfelt though the corporate identity and packaging.