Rahma Foundation
Crafting a brand that helps take away the shame in seeking help
The Rahma Foundation was founded to help immigrants and families from MENA backgrounds in the Netherlands overcome financial problems. Cultural stigmas and feelings of shame often prevent these people from reaching out for help. The Rahma Foundation provides financial assistance, collecting donations to pay off debts, and preventing people from losing their homes. They organize community-led fundraiser events and even collect and deliver food packages.
Because there are a lot of charities in the area already, a truly unique brand was required that stands out from the crowd, and connected to both the community and the dispossessed. “Rahma” is Arabic for Mercy, Compassion and Grace. It's a female name, but also a religious principle; to give whole-heartedly and with love to the poor. The brand identity had to reflect the meaning of the name, feel safe, loving, caring and inviting.
The name Rahma is shaped like a rose using stylized Arabic calligraphy. Looping the tail of the letter Ha twice gives the wordmark a distinct, unique personality. Even to non-Arabic readers, the logo is instantly recognizable and exudes empathy in a universal language. The design also mirrors the spiral patterns of a fingerprint, illustrating how the NGO is leaving a significant mark on the community, and making a positive difference in the lives of the families.
The Rahma Foundation was founded to help immigrants and families from MENA backgrounds in the Netherlands overcome financial problems. Cultural stigmas and feelings of shame often prevent these people from reaching out for help. The Rahma Foundation provides financial assistance, collecting donations to pay off debts, and preventing people from losing their homes. They organize community-led fundraiser events and even collect and deliver food packages.
Because there are a lot of charities in the area already, a truly unique brand was required that stands out from the crowd, and connected to both the community and the dispossessed. “Rahma” is Arabic for Mercy, Compassion and Grace. It's a female name, but also a religious principle; to give whole-heartedly and with love to the poor. The brand identity had to reflect the meaning of the name, feel safe, loving, caring and inviting.
The name Rahma is shaped like a rose using stylized Arabic calligraphy. Looping the tail of the letter Ha twice gives the wordmark a distinct, unique personality. Even to non-Arabic readers, the logo is instantly recognizable and exudes empathy in a universal language. The design also mirrors the spiral patterns of a fingerprint, illustrating how the NGO is leaving a significant mark on the community, and making a positive difference in the lives of the families.
We created a smart, elegant brand identity system that far exceeded the clients wishes, and has resulted in the highest brand recognition of any charity in the area. The foundation has also grown rapidly beyond their capacity, smashing their yearly goals within the first few months.The Rahma Foundation also managed to set up multiple projects, including an overseas project to help children in Gaza survive the harsh winter by providing them with blankets. This project was one of those beautiful, rare moments where our work had a real, significant impact on people’s lives.
Raised in donations in the first year
Children helped through international projects
Families received personal help in the Netherlands
Food packages delivered
Fundraisers organized
Social media followers
Estimated brand valuation
Average yearly revenue
Client base expansion
"Wow, just wow! It's perfect. We absolutely love the design, it's better than we could have ever dreamed of. Our charity has now grown to be one of the most recognized NGO brands in the area in only a few months time, everyone knows us! And that was the goal."
Jamaa Aarbaji
Chairwoman
