MATERNA FOUNDATION
Project Overview
Materna Foundation is a women-led nonprofit committed to ending infant malnutrition, supporting mothers and families in extreme poverty, and closing health disparities
for women and infants in Central America. The organization operates through four key programs: Materna Kit Deliveries, Education, Better Opportunities, and Emergency Relief.
for women and infants in Central America. The organization operates through four key programs: Materna Kit Deliveries, Education, Better Opportunities, and Emergency Relief.
Challenge
Materna Foundation needed a clear visual identity to unify their message across platforms and build recognition to help them grow organically. Another ongoing challenge was the constant rotation of volunteers. Without brand guidelines or an onboarding system, new volunteers were often left to figure things out on their own. The CEO doesn’t have time to manage or train each person, which led to inconsistent visuals and communication.
Solution
I started by creating a full brand strategy for the Materna Foundation. I studied the organization and built a creative direction based on the CEO’s inspiration and the heartfelt origin story behind why she started it.
I helped define their brand DNA—clarifying their purpose, vision, and goals—while also establishing a brand personality and messaging that reflected how they wanted to be perceived and who they were speaking to. I also conducted a competitor and SWOT analysis to help strengthen their positioning and better differentiate them in the space.
Ultimately, the CEO was drawn to a creative direction that felt warm and familiar—like a hardworking mother in her kitchen, loving her life and caring for her community. That feeling became the heart of the brand.
Project Type: Brand Identity, Logo Design
Client: Materna Foundation
Industry: Non-profit
Target Audience: Mothers, Families, Donors, Health Advocates, Volunteers
Role: Brand Designer, Brand Strategist
Client: Materna Foundation
Industry: Non-profit
Target Audience: Mothers, Families, Donors, Health Advocates, Volunteers
Role: Brand Designer, Brand Strategist
Logo Breakdown
