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What are you 4?
Brand Strategy
Visual Identity
Design System
Industry
Nonprofit
Collaborator
Hannah Lovell
Soles4Souls began with a simple, single-minded idea: give donated shoes to the people who need them most. As its successes grew, so did its ambitions. Working closely with the Soles4Souls team, I led the creation of a new identity that could hold everything the organization had become, and everything it might take on next.
The challenge
The mission had expanded from shoes to clothing, global travel experiences, and micro-enterprises, all aimed at breaking the cycle of poverty. But the brand was still rooted in feet. Every new program had to be squeezed into a shoe-shaped story, and the identity was holding the organization back from explaining what it actually did.
The insight
The answer was already in the name. The “4” could do more than connect soles to souls: it could become a question. “What are you 4?” turns the brand into an invitation, and lets the organization stand for whatever its mission needs next, without having to shoehorn in a foot.
The solution
The identity moves the brand from earnest to vibrant, youthful, energetic, and fun. Some of Soles4Souls’ most engaged supporters are young adults who run shoe drives and travel on its global experiences, so we built a brand for them, one that echoes the organization’s purpose of using the power of people to unleash good into the world.