American Welfare Society Brand and Website Design

The American Welfare Society (AWS) is a newly established nonprofit organization committed to supporting children in India who are living in poverty. Their mission is to provide essential resources, including food, clean water, education, shelter, and medical care.

For the logo, AWS requested a professional design that would visually capture the essence of their mission, with an emphasis on tree imagery. I created an abstract tree logo using "giving hands" as the trunk to symbolize support and care, with water droplets as leaves representing nourishment and life-giving resources. Additionally, the leaves subtly form the shape of a peacock, India’s national bird, reinforcing the organization’s focus on India.

The color palette was carefully chosen to reflect the organization’s work with children, featuring bright, vibrant colors, also mirroring the green, orange, and blue in the Indian national flag. To balance the design, I selected a clean serif font for the logotype, which harmonizes with the simple, 2D aesthetic of the logomark.

For the website, AWS wanted lots of imagery of the children they will be helping, an overall professional and credible look, and the focus of the site to be directing viewers to the donation link.