Why
Sylvia was born in a remote area of Kenya. One day, when her mother was walking to the local river to fetch water, Sylvia’s older sibling turned on a kerosene lamp and accidentally started a fire. As a result, Sylvia required a double amputation when she was just a baby.
Years later, a young Australian aid worker heard Sylvia’s story and set up the charity Sylvia’s Journey to raise money to bring Sylvia and her family to Australia.
Since then, The Royal Albert Hospital completed several operations to release severe contractures in Sylvia’s left foot, meaning she could weight-bear for the first time in her life. They also operated to fit a prosthetic on her previously amputated right foot.
As a result, Sylvia left Australia being able to walk for the first time in her life!
How
It was important to get people behind the causes that Sylvia’s Journey continues to support – such as their well-building projects in remote areas. This means many mothers no longer have to leave their children to fetch water.
We undertook a workshop to find something iconic and unique in Sylvia’s Journey that could inspire momentum in others.
What
We designed a complete visual identity based around the pink shoelaces on Sylvia’s new trainers. This icon is universal, and it echoes back to the child at the centre of the brand.
Since then we’ve worked with Sylvia’s Journey on various other projects of benefit to the wider community, so they can continue telling the story to help others.