Saamo

REBRANDING, RENAMING & BRAND ARCHITECTURE 

The branding process for non-profit often differs from commercial enterprises. This was the case for Saamo - previously known as 'Samenwerkingsopbouw'.

Saamo is a conglomerate of many community development centers. As such, we had a manifold of people chime in on the process, each with their own ideas. This presented us with a challenge …
Challenge accepted!

The objective?

- Unite the different centers 
- Think of a new brand name
- Create a system to simplify the complex structures
- Design visual identity that stands out

Photography campaign
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Animations
Nina Mertz
Web development
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Website
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Name

Saamo ran into issues with their name 'Samenlevingsopbouw', as a long and complex word. Moreover, their name was just an explanation of what they offered. 

Among dozens of names, the team settled on 'Saamo' — a simple composition of parts of 'Samenlevingsopbouw'. But now turned into a catchy, abstract and memorable name.

Visual concept

'Saamo', although catchy, perhaps sounded a little gentle. We balanced this out by adding a dose of 'toughness', leading to designing the tougher 'Brave Warrior' concept.

  • The wordmark is constructed with separate lines, resulting in a custom font boasting a powerful look.

  • We use parts of the letters as graphic elements. 

  • With a warrior comes "warpaint". With these marks we transform Saamo-members into 'warriors'.

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Brand Architecture

During the past decades, new Saamo projects had often turned into brands of their own. Leaving their portfolio cluttered with over 100 sub-brands, to the detriment of their overarching identity.

To combat this, we created a simplified system and educated the client on the importance of recognizability, showing them that many project brands made more sense as baselines.

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Brand artifacts

Built with parts from the word mark and color pallet: these visual icons prove helpful in brochures and the community centers.

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Brand ‘uniforms’

Saamo’s development workers go into their communities every day to make a difference. They wear the brand with love and pride. We made sure that they are easily recognizable by those who need them most, with a collection of stylish items.

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+32 (0)476 64 69 13
hello@lexandturner.com
Leopoldplein 40/1
3500 Hasselt, Belgium

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