Fundament is an NGO founded in Spain in 2019 with the goal of changing coexistence paradigms through human-centered design methodologies.
We were asked by Fundament to create a visual identity that had to be simple, easy to implement and maintain, and non-designer-friendly. A cohesive visual language that will be functional, distinctive, and allows a potential network of collaborators to adopt it and implement it seamlessly.
We defined the core values and the design principles of Fundament throughout several sessions with its founders.
A reductionist approach was followed, with a stripped-down design solution that removes unnecessary visual noise and creates a system that allows us to focus on content, namely project proposals and documentation, editorial, and promotional content.
Using only Helvetica, mostly in one weight, combined with a grid-oriented layout and a few defined usages for a symbol and patterns, we generate consistency, simplify implementation and design decision-making.