The branding project was pushed and realized when the new Executive Director, with the guidance of the Board President, joined MAFI in February 2019, and where a Manila-based creative design company named Works of Heart Creatives, Inc. was engaged for a three-month contract.
The creation of MAFI’s brand underwent phases of work, following an iterative and learning process, namely: 1) research and synthesis; 2) strategy and concept; and, 3) execution and approval.
Brand Positioning Statement:
“Mount Apo Foundation, Inc. empowers the indigenous tribes and other upland dwellers surrounding Mount Apo for the protection and preservation of their environment and culture, allowing them to sustainably prosper far into the future.”
Messaging:
“Building a sustainable future together”
By providing access to education, MAFI builds a community capable of sustaining their culture, nurturing natural resources, and improving their well-being for many generations to come.
Tone of Voice:
MAFI is …
Established and reliable – MAFI, now on its 27th year, brings results and is a partner you can trust. It is familiar with the landscape of Mount Apo, the IP, and the stakeholders.
Progressive and adaptable – There is growth in what MAFI does. It always ensures that its ways and systems accommodate the IP culture and the environment they live in.
Peaceful and sustainable – MAFI enables people and nature to harmoniously coexist, while keeping the welfare of future generations in mind.
Tagline:
“EMPOWERED COMMUNITIES, SUSTAINABLE FUTURES”
The New Logo
Vertical Position
Horizontal Position
What the symbols mean
Deeper Interpretation of the Logo
Together, the symbols create a design akin to an indigenous pattern. The two triangular tips of the community and the environment are connected to each other forming letter “M”; this means that the people are necessarily connected to the environment, their source of life.
The open book also represents an opening of wider opportunities as results of education; it could also represent a flying Philippine Eagle that opens its wings wider and flaps high into the air, like a MAFI scholar who wishes to chase his/her dream towards a positive future.
