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Esthia Foundation

The Esthia Foundation is a conceptual organization who helps the homeless in ways beyond food and shelter. The foundation hopes to provide comfort to the homeless through daily privileges such as the ability to do laundry, receive haircuts, shower and more.

Jessica Lau

Branding

The name of the organization, Esthia, derives from the Greek goddess, Hestia, the goddess of hearth. The hearth is the area before the warm fire place in a home and the icon mark is indeed inspired by this. That is, the abstract logo incorporates a flame, firewood, and door element. Through the brand’s colour scheme, patterns, and style, I hope to position the brand as warm, approachable, and empowering.