The Avela Foundation is a non-profit organisation committed to helping children with burn injuries on their road to physical and psychological recovery. With the need to build an image for the Avela Foundation, founder Cami approached us with an opportunity to help build a noble brand that changes the lives of children across South Africa. The strategy was to use the ‘a’ in Avela, but in the lower case to create a humble ‘building block’ style logo that makes reference to children. It was decided to choose the pay-off line ‘Together to give’ which essentially echoes the sentiment of Cami’s aims and goals for the foundation.