A radically different look for a non-profit with a radically different approach

Five & Two Network

Brand strategy, naming, logo design, visual identity, website design, website copywriting, information architecture, content strategy, print design, project management

As community builders and activists with a passion to see the world’s most vulnerable populations thrive, Five & Two is a non-profit who fights poverty with a radically different approach. Their Asset-Based, Community-Driven (ABCD) system empowers communities within a variety of countries and cultures to take ownership of their futures, beginning with two key questions: What do you have? and What are you doing with what you have?

Logo Concept

We saw an opportunity to use this Biblical story of multiplying five loaves and two fishes as a way to describe Five & Two’s approach to fighting poverty. This was the idea behind their new name (formerly 5N2), logo, and visual identity. We wanted the brand to feel like the collective personality of the people around the world who make up the network, represented by the colourful palette. We made the logo feel human by creating imperfect illustrations of the loaves and the fish and juxtaposed them against crisp, clean fonts to make it feel current.

Brand Vision

Five & Two believes there’s a better way to break the cycle of poverty—and it starts with the vision and assets of the people themselves. Like the story of multiplying the five loaves and two fishes to feed the 5,000 from the Bible, Five & Two recognizes the potential growth in what appears to be insufficient. They invest in the future, trusting that Jesus will take what seems, to our human sensibilities, insignificant and multiply it far beyond our greatest imaginings.