Fundacja HOOK
Fundacja HOOK is a Polish non-profit supporting people through difficult stretches of life — workshops, events, one-to-one help. The foundation rests on five values: braveness, responsibility, growth, creativity and connection. The scope covered a full brand identity and visual system, developed solo, with the website UI designed alongside a wider volunteer team.
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A hook that links
The logomark lives inside the word itself. The two Os in HOOK interlock as hook-and-arrow forms — one catches, the other points forward — carrying the foundation's core idea of connection with direction. Read together they shape a loose infinity, a link in a chain, or two hands meeting depending on the angle. The wordmark is paired with a bold geometric sans that keeps the whole brand identity steady, clear and grown-up — important for an NGO asking people to trust it in a hard moment.
A network, drawn out
The wider visual identity system is built around a pattern of dots and lines — small coloured nodes linked by thin threads, standing in for the web of support the foundation builds around each person. The palette runs across three registers: a strong cobalt blue for strength, dusty pink for the human element, and teal for nature, held together by warm cream and black. The system carries across stationery, workbooks, mugs, tote bags and the Fundacja HOOK website UI, each piece repeating the same quiet message — twój kierunek, twój rytm, twój moment.
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