Maxfield Family Foundation

The Client

The Derek & Shelaine Maxfield Family Foundation is a charitable organization dedicated to empowering non-profit individuals across Malaysia, Brazil, India, and Africa, helping people rise out of their circumstances and create generational impact. Their vision is not merely to give, but to build a legacy of lasting change.

The Goal

To build a visual identity as enduring and purposeful as the work itself, one that makes people feel the weight of the mission the moment they see it and leaves them believing that real, generational change is possible.

The Challenge

The foundation needed a brand identity that would communicate trust, generosity, and a sense of real credibility to the world. The identity had to feel luxurious and timeless, worthy of the mission, while remaining highly versatile: legible at small scale, functional in black and white, and visually inclusive across diverse audiences and cultures.

The Solution (Strategic Approach)

The final identity is built around three ideas: Hands, Heart, and Growth.

The logo mark elegantly fuses all three into one unified symbol. Two curved hands rise upward, cradling a heart at their center, and together they form the shape of a growing plant. It is a mark that rewards attention. The more you look, the more you see: care, love, and the upward momentum of people rising into their potential.

The typography is elevated and refined, chosen to convey authority and warmth in equal measure. The color palette is rich, saturated, and bold, with deep tones that add weight and depth to the brand while looking distinguished on all skin tones across merchandise, event materials, and apparel.

The seal format of the primary logo reinforces the foundation’s identity as a trusted institution, formal, established, and worthy of confidence.

The Result

A brand identity as meaningful as the mission it represents. Timeless enough to stand for generations. Generous enough to welcome the world.