Beyond the Margin.
Logo, brand, brand guidelines, icons.
Client:
Beyond the Margin is a charity focused on helping disadvantaged individuals through community and school programs. We believe everyone deserves a chance to reach their full potential. We work to fight inequalities by providing support to those facing multiple challenges, helping them develop skills, build strength, improve well-being, and raise their hopes. We foster a safe and supportive environment for healing and personal growth. Our services and projects include delivering creative therapies such as drama, music, art and play therapies. We deliver sports, dance, mental heath support, creative workshops, food parcels for families in need and community cafes.
Project:
I had the privilege of collaborating closely with Lauren Batty, CEO and Founder of Beyond the Margin, to create a logo that not only captured the essence of the company's core values and mission but also resonated deeply with its audience.
The process began with an in-depth brand questionnaire to gain a thorough understanding of the company’s objectives, ethos, and the emotional tone they wanted to convey. From there, I presented three distinct logo concepts, each reflecting different interpretations of the brand’s essence. Following feedback, I honed in on the typography, ensuring it communicated the brand’s personality—transformative, vibrant, and nurturing. Lauren envisioned the typography as something that felt both rooted and progressive, capturing a sense of evolution and warmth. The goal was to create a design that not only resonated with their ideal clients but also distinguished the brand from competitors, positioning it as both approachable and innovative in the marketplace. By deviating from conventional grid-based layout, the typography was intentionally designed to extend ‘beyond the margin’, resulting in a sense of joy and fluidity within the letterforms. This approach naturally influenced the brand pattern, incorporating a playful smile element that further reinforced the brand’s cheerful and dynamic identity.
Once the logo was finalised, I developed a detailed set of brand guidelines, providing clear and actionable direction on typefaces, color palettes, photography style, and an articulate expression of the brand's vision, mission, and core values.
The client is thrilled with the final logo and brand identity, and I’m proud to have contributed to such an impactful project.
