ShaperAid

Overview

Partner

Global

Shapers

Community

Scope of Work

Creative direction
Brand visual identity design
Brand applications
Social media template
Office applications

Year

2024

EXHIBITION

SHAPERAID PROJECT - THE POWER OF CONNECTION IN BRAND DESIGN

VAN•HOA was proud to partner with Global Shapers Community on the humanitarian project ShaperAid. ShaperAid is an emergency relief initiative operated by a global network of young leaders who connect online to mobilise resources for communities facing natural disasters and social crises. The project was founded by Global Shapers Community, an initiative of the World Economic Forum.

SOS – THE MESSAGE THAT SHAPED THE ENTIRED IDEA

At the beginning of the project, the ShaperAid team shared a clear principle with VAN•HOA. When a crisis happens, time is the most valuable factor. Every activity, from fundraising to volunteer coordination, revolves around the ability to respond quickly. This became the key starting point for developing the brand identity.

During the analysis of ShaperAid’s core values such as empathy, volunteer-based action and global coordination, as well as the emotions the project aimed to communicate including urgency, immediate action and hope, VAN•HOA identified a unifying symbol. All elements pointed towards the SOS distress signal, a globally recognised sign of immediate response.

The SOS signal appears frequently on digital maps, disaster alert systems and international emergency platforms. It transcends language and cultural barriers. For this reason, VAN•HOA selected SOS as the central visual language so that anyone, even at first glance, could understand the message.

By emphasising urgency and the project’s ability to connect people quickly for immediate action, VAN•HOA developed the brand identity inspired by the SOS signal used on digital maps, combined with movement lines linking support points. The brand needed to communicate alertness without creating panic. It had to feel urgent while maintaining trust. It also had to remain youthful and accessible, as ShaperAid is led by a global generation of young leaders.

DEVELOPING THE BRAND IDENTITY SYSTEM

Once SOS was defined as the creative axis, VAN•HOA moved into the identity development stage. The process involved several rounds of exploration, testing and refinement to determine the most suitable visual system for the project’s nature.

Logo
The first step was to create a logo capable of communicating ShaperAid’s story through a single image. Starting from the letter S, the design expanded into signal waves to represent the way an urgent message spreads across a global network. The logo was redrawn multiple times to achieve the right balance. It needed to be strong enough to attract attention, yet simple enough to work across different platforms.

Colour System
The blue associated with Global Shapers was retained as the foundation, representing trust and long-term commitment. VAN•HOA then introduced orange and yellow accents to signal urgency, similar to alert markers on digital maps. The colour system was tested across various brightness levels to ensure visibility on mobile screens, social platforms and print materials.

Graphic Elements
From the SOS signal, the team developed continuous movement lines symbolising the flow of support from one location to another. These lines were designed without interruption to reflect strong and consistent connections between Shaper communities worldwide.

Typography and Layout
A modern, approachable and highly legible typeface was selected for digital environments. The layout system was built around clarity and speed, as most ShaperAid communications involve urgent updates. Viewers need to grasp the information within seconds.

APPLYING THE IDENTITY ACROSS PLATFORMS

A strong identity must function effectively across multiple formats, especially for a digital-led initiative such as ShaperAid. Therefore, VAN•HOA developed applications that are practical, scalable and easy to implement.

Social Media
Square post templates were created with clear structures to deliver urgent information within seconds. Orange and yellow accents function as visual signals, helping posts stand out in dense Instagram and Facebook feeds.

Website and Landing Page
The SOS signal waves and movement lines are used strategically to guide users towards key actions such as Donate or Volunteer. This creates a more intuitive and coherent user experience.

Print and Branded Materials
Posters, postcards and signage follow the same visual system, ensuring brand consistency at events, conferences and community campaigns.

Internal Communication Materials
Through a structured template system, hubs in different countries can independently produce content while maintaining visual consistency. This is essential for a global project like ShaperAid.
The development of ShaperAid’s brand identity was a process of translating an urgent humanitarian mission into a clear and accessible visual language. With the new identity system, each message from ShaperAid can travel faster, reach further and generate stronger impact.