Since 1976, the non-profit association “Friends of Waldorf ” – officially known as “Friends of Rudolf Steiner’s Art of Education ” – has been committed to supporting Waldorf schools, Waldorf kindergartens, curative education facilities and social projects worldwide. In addition to promoting alternative educational paths, the association is particularly committed to voluntary services that enable young people to gain valuable experience in social, ecological and cultural areas. Every year, around 1,750 school leavers do their voluntary service through the organization – both in Germany and internationally.
In order to increase the visibility of this important commitment, we redesigned the entire brand identity of the volunteer services from scratch. The aim was to create a balance between modernity and authenticity in order to appeal to the very young target group of school leavers. At the same time, it was essential to preserve the organization’s anthroposophical background and integrate the holistic worldview of Waldorf education into the design.
The new visual concept is characterized by a fresh, inspiring aesthetic that is both informative and emotionally appealing. A clear, friendly color scheme, modern design elements and personal imagery convey closeness and openness. The result is a contemporary image that meets young people at eye level and motivates them to become part of a meaningful volunteer service. This redesign not only anchors the brand more firmly in the digital space, but also makes it visible and tangible in analog communication.
The new logo is a word and figurative mark – away from the long association name and towards the shorter and more approachable “Freunde Waldorf”, symbolized in a “W”. The color scheme radiates warmth and freshness.
In addition, we developed an appreciative and lively language that meets young people at eye level as an integral part of communication. With the headline theme “Search… Find…”, we formulated the central theme of young people in this phase of life and charged it with emotion, diversity, individuality and inspiration.
We developed a navigation structure for the website that expands on the “Search…Find” concept and turns it into a dialogical element. We also created the website in the new design as well as various advertising materials such as posters, advertisements and flyers.
Further information:
Our customer: Friends of Waldorf