Etymology is one of my interests, and so I dove into definitions and descriptions of work. This was important because in doing this I was no longer assuming what the word meant.
This research sparked a new idea in my thinking, and I recalled a doodle I made several years earlier in one of my sketchbooks. I paged through several sketchbooks before I found the sketch… of a hand… of a bird… one and the same. That doodle is the basis for the logo design.
I created the
identity as outward evidence of work. Of course work involves brain power as well as muscle power, but ideas need to be manifest. So the use of the hand as a signifier of work was appropriate, and the dove, of course, positions the organization as a faith-based charity.
I developed a number of
touch points which the founders used for donor outreach and campaigns, and promotion to rehab and recovery groups.