Hopeful World
Hopeful World came to me to design a brand strategy document and a suite of social media post templates that could carry their advocacy work with clarity and heart. The visual direction needed to balance bold purpose with approachability. We landed on a cool pastel colour palette paired with accessible sans serif typography, ensuring the brand feels welcoming while remaining readable and consistent across digital platforms.
Year: 2024
Client Background
Hopeful World is an advocacy business focused on promoting, discussing, and addressing key issues affecting people across multiple intersectional identities. Their work spans disability advocacy alongside broader social justice conversations, including race and women’s rights, creating space for education, community, and meaningful change.
Branding Guide
The brand guidelines were created as both a strategic anchor and a practical tool so Hopeful World could show up consistently no matter who is creating content or where it’s being shared. I defined the core visual system, including colour usage, typography, hierarchy, and foundational design rules that keep the brand recognisable and coherent over time.
Accessibility was built into the decisions from the start. The cool pastel palette was carefully chosen to feel calm and hopeful while still offering enough structure for clear layouts, and the sans serif font system supported readability across devices. The document gave Hopeful World an identity framework that protects the brand’s integrity and helps their advocacy land with both credibility and compassion.
Social Media
For social media, I designed post templates that made it easier to create consistent, high-impact content without reinventing the wheel each time. The templates were built to support the kinds of messaging advocacy requires (education, awareness, storytelling, calls-to-action, and community engagement) while staying visually cohesive.
The design system prioritised legibility and hierarchy, so important information could be understood quickly, even while scrolling. The result was a flexible template suite that helped Hopeful World communicate complex, emotionally important topics in a way that feels clear, inclusive, and aligned with their mission. It meant content doesn’t just look good, but holds people with care while still moving them toward action.
