Client
Ogen
Industry
Finance | Non Profit
Skills
brand_strategy | visual_identity | copywriting
From nothing to everything
In an era where the economic dream is getting further and further away from most people, and the gap is deepening, an entity is needed that will break the mental and financial barriers and create a new reality - one that is both large and lasting, but also personal and human at the same time. Say hello to Ogen, a non-profit social finance organization that seeks to bring a new level of fairness and equality to the financial sector.
As we met Ogan, it operated on six different fronts with many different strengths and value propositions. Our goal was to help them produce a single comprehensive value proposition that brings together under one umbrella the purpose for which Ogen exists and redefines its role in customers' lives.
Real economic empowerment without fine print
Imagine a factory with a production line that, instead of regular off-the-shelf products, produces small kits to make big dreams come true. The tracks are full of boxes with a small key, and when you open them, you discover an opportunity. Ogen is a social enterprise that grows into a powerhouse of opportunities - it provides opportunities for stability, development, and fulfillment.
That's why the chosen brand essence is "An Enterprise for Life-Changing Opportunities". The new Ogen positioning is a Socio-Economic Generator. As producers of real economic change in the world, we always race forward with all our might. To achieve a progressive, developed society with abundance, Ogen believes that equal financial and social opportunities must be available to all. These are two inseparable components.
The portal to change
From a life we dream of to opportunities that may come true, Ogen understands the role money plays in our lives. Based on this assumption, we build a visual language that uses two elliptical portals to describe the transition from what is found to what is desired. Through the different angles and combinations of portals, we visualize Ogen's axes: community, humanity, social impact, and creating opportunities.
In a game of angles, a heart-shaped logo was created that contains two states: present and desired. As an alternative to classic financial organizations, we chose the optimistic colors purple and orange - to emphasize Ogen's humanity and sensitivity. It is difficult and complex to discuss money, loans, or even poverty. This is why we created accessible illustrations.
