Matchstic | Mend | A Joyful Rebellion

Year:: 2022
Industry:: Nonprofit

(Services)

Intro

Through their books, camps and speaking engagements, Katherine and Jay Wolf advocate for people with disabilities and help them find the dignity and respect they deserve.

Hope Heals is known around the world for embodying what it means to embrace both joy and pain at the same time.

Realizing that their nonprofit could only go so far and reach so many people, Katherine and Jay turned to us to help them pilot a brick & mortar coffee shop that will provide jobs for people with disabilities as well as a nurturing place for community.

This new concept needed a new name that would connect back to the Hope Heals mission, without replicating its brand. We were tasked with coming up with a name that would feel like a coffee shop, rather than a nonprofit, yet provide a doorway for people to learn about the great work Hope Heals is doing. In the naming process we were inspired by the dichotomies that Katherine and Jay live by: Joyful Rebellion, The Good-Hard Life, Treasures in the Dark.

The name Mend speaks to the vision of Hope Heals without being too closely tied to it. The word mark embraces the same dichotomies as the brand: imperfect, yet beautiful. The breaks in the letterforms speak to imperfection, while the typographic style exudes beauty.

The design system of the shop remains elegant, yet warm and inclusive. A natural color palette, typographic assets, patterns and imagery express the heart behind Mend.

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