Since 1976, the non-profit association “Freunde Waldorf ” – officially known as “Freunde der Erziehungskunst Rudolf Steiners ” – 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 strengthen the visibility of this important commitment, we have completely redesigned the entire brand identity of the volunteer services. The aim was to strike 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 to integrate the holistic world view 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 a personal visual language 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 voluntary 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.
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