The brainstorm began with a single question: how do you show transformation? From that session, four concepts emerged: light refracted through a prism, a butterfly, a toolbox representing everything the foundation offers its charity partners, and a hero-and-sidekick dynamic inspired by Batman and Robin. I worked closely with the copywriter to test which ideas had the most potential, by pairing them with copy for a LinkedIn post and seeing which ones had the strongest impact.
There was also a wild card option, based on this origami-inspired geometric shape that I thought could be used in different orientations and sizes to produce very unique and eye-catching visuals. I painstakingly recoloured every side of the individual triangles with their own gradient to maintain the sense of depth, while bringing it in line with the Octopus Giving brand.
Another option we explored was that of the toolbox, wanting to highlight everything we offer our charity partners: time, money, skills and admin support. This was a fun way to bring the idea to life, using a simple illustration and swapping the icons and the colour palette.
