In a world where the desire to give back is stronger than ever, finding meaningful volunteer opportunities and building authentic, real-time connections can feel profoundly isolating. Through in-depth user interviews and ethnographic research, we discovered that volunteers eager to make a difference faced a deeply fragmented landscape, lacking tangible spaces where they could truly connect, share experiences, and feel the collective impact of their efforts.
This critical insight into the human need for genuine community and purpose presented a unique opportunity: to reimagine volunteer engagement through a human-centered physical solution. The goal was to design a "hoteling building" concept – a dedicated hub where volunteers could spontaneously gather, share experiences, and find aligned opportunities, fostering a vibrant, supportive community that directly inspires others to make a change.
We launched the Good for Hü project with a Strategic Debrief and Creative Workshop, deeply committed to understanding the genuine human desire for connection and impact. This initial phase was fundamentally human-centered; we conducted in-depth user interviews and ethnographic research, alongside a comprehensive competitive audit, to truly uncover the challenges volunteers faced in finding meaningful, in-person engagement. This collaborative process allowed us to refine goals and shape a clear vision for a brand rooted in tangible community. Building on these crucial insights, we developed a brand territory that positions Good for Hü as a vital catalyst for authentic human connection and community impact within a physical space.
What I did:
Strategic Debrief & Collaborative Workshops
User Research & Insights: Conducted user interviews and ethnographic studies to identify core needs and pain points.
Competitive Audit & Market Analysis: Benchmarked existing solutions to inform unique positioning.
User Personas & Journey Mapping: Developed empathetic profiles and visualized user experiences.
Brand Positioning Statement & Core Values
Name Generation
Strategic Narrative & Brand Storytelling
Building on the defined brand journey, I crafted a comprehensive visual identity to embody Good for Hü's commitment to human connection within its physical space. This involved translating abstract concepts like belonging into tangible, inviting visuals, designed to welcome volunteers.
What I did:
Brand Identity System: Logo, color palette, typography, and graphic elements reflecting connection for a physical context.
Environmental Graphics: Concepts for exterior/interior branding and visual installations within the building.
Brand Guidelines: Documented visual application rules for consistency across all tangible touchpoints.
