A new identity for a children’s charity foundation
ROLE
Art Direction & UX/UI
PROJECT TYPE
TOOLS
Freepik, Figma, After Effects
INDUSTRY
Non-profit
A new identity for LAPS Foundation, built around a very simple idea: every possibility starts with a mark. The identity transforms that mark into a living language: a spontaneous trace inspired by the instinctive gestures children use to imagine, explore and shape new possibilities. Rather than a fixed symbol, the line suggests direction and movement, becoming a visual language that evolves across campaigns, spaces and communities.
The result is an identity that moves away from the traditional charity aesthetic: it doesn’t communicate assistance or pity, but imagination, potential and progress.
The line is inspired by the spontaneous gesture of drawing: imperfect, fluid and open. A mark that feels real, emotional and full of movement. It becomes more than a graphic element. It is the thread that connects every initiative back to the same belief.
The LAPS crayon is not a gadget. It is the moment where the visual system becomes physical: the same continuous line that runs through every digital touchpoint, held in your hand. A collectible object that carries the foundation’s belief that every future starts with a gesture, and every gesture needs a tool.
The Mark Room is accessible only to those who receive a LAPS crayon: each one carries a unique code that opens a private page on the website. Inside, a single continuous line runs across the screen, carrying the names of every invited guest in the order they arrived. You sign, your name joins the others, the line continues. Once a year the line is collected and printed in the Annual Report. The gesture becomes document.
The outdoor campaign turns the visual language into a public gesture: the continuous line leaves the logo and enters the city, becoming movement, connection and imagination. On print, the newspaper activation does the opposite: it leaves the page almost empty. “Give imagination some space.” Absence becomes an invitation to draw, imagine and leave your own mark directly on the page.