Simi
ChallengeSimi, a human rights organization supporting migrants and refugees, approached us with a fragmented communication system that lacked cohesion and clarity. Their previous identity leaned on outdated, generic visuals. Most notably a logo depicting a white and black figure trapped in a rectangle, evoking separation rather than solidarity. The challenge was to reimagine Simi’s identity for the 21st century: to create a system that felt warm, open, and trustworthy while resonating with younger generations who naturally perceive migration as a part of everyday life.
SolutionWe built Simi’s new identity on three pillars: warmth, accessibility, and connection. Gradients became the central visual metaphor. Representing blending, meeting, and the fluidity of cultures and lives crossing paths. Typography plays an equally important role: letters merge when they come into proximity, forming new shapes that echo the transformative nature of migration. The identity is fluid, designed to work dynamically across digital platforms, more as a living system than a static logo. It communicates trust and empathy while celebrating diversity, positioning Simi as an approachable, forward-looking organization that people can both rely on and relate to.