The non-profit association “Friends of Waldorf Education” has been supporting Waldorf schools and kindergartens, curative education facilities and social projects – both nationally and internationally – since 1976. In the area of voluntary services, around 1,750 young people do their voluntary service here in Germany and abroad every year.
We have redesigned the entire brand identity for the voluntary services sector. The challenge was to reach the very young target group of school leavers with an authentic, modern and inspiring look and feel, while at the same time doing justice to the organization’s anthroposophical background.
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.