CAES Vitae - Visual Identity

This project was developed as part of a Communication Design course and involved creating a brand identity for CAES (Social Emergency Shelter Center), a social service provided by the VITAE association dedicated to the temporary sheltering of individuals and families facing vulnerability and social risk.

The challenge lay in translating values ​​such as inclusiveness, diversity, solidarity, and humanism into a visual identity that is coherent, accessible, and emotionally impactful. The logo I developed is based on the letter "S"—alluding to plurality and the institution's own name—constructed from stylized hands that symbolize help, unity, and protection. The choice of the SN Pro Bold typeface reinforces robustness and clarity, while the color palette—featuring orange as the primary color, with black and white as secondary colors—strikes a balance between a welcoming feel, trust, and professionalism. The project culminated in a comprehensive brand guidelines manual covering logo construction, clear space, minimum sizes, usage on backgrounds and images, and restrictions, as well as applications for stationery (business cards, letterhead, and envelopes), signage, merchandise, and an A2 poster outlining the graphic standards.

This project allowed me to strengthen my skills in identity design, systems thinking, and attention to detail while building a brand with a social purpose.