NKOF 2019
Trag Foundation is actively working on the development of corporate philanthropy in order to include as many companies and entrepreneurs, as well as individuals to strategically give for nonprofit and public good initiatives whilst building long term partnerships with civil society organizations.
The Foundation organized the National Philanthropy Conference: Together for Stronger Communities in Belgrade in 2019. The conference, organized as part of the The Framework for Giving Project, brought together a number of representatives from the civil, public and corporate sectors, to encourage more donations and enable more efficient assistance to the most vulnerable population.
Client: Trag Foundation, Belgrade, Serbia
Services: Identity + Branding + Print
Design: Jelena Lugonja, Kosta Rakićević
Photography: Nemanja Knežević, Kosta Rakićević
Year: 2019
We created the identity, digital and printed matter for the event. We wanted to have a strong color statement which would serve as a trademark of the conference, and used a shade of ultramarine blue as a base punctuated by red and frosty-blue accents and a white tone for the typeface. The elementary, flag-like color scheme keeps the design in its place, while prioritizing the social and charitable objectives of the event.
The leitmotif of the identity are the geometrical shapes similar to abstracted leaves, loosely connected all the way through, and this is to suggest the aspect of unity and togetherness. The overall language of the campaign flirts with the elements of Yugoslav-era design, not only because this visual heritage is coming back into vogue, but because design back then had to be rooted in certain societal ideals - developed programmes for social welfare, equal share in public goods, collective spirit (to name a few).
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