Firefly NGO
Complete brand identity, website, and social presence for a mental health NGO, built from the ground up, reaching 1.1M+ impressions and 12,000+ students.
Client / Organisation
Firefly NGO
My Role
Management IT & Creative Lead
Timeline
Oct 2020 – Dec 2021
Deliverables
Brand identity, Wix website, social campaigns
The Brief
Everything had to be built from zero: no brand, no website, no social presence, no starting assets. And because it was a mental-health NGO, the usual visual shortcuts were off the table: nothing clinical, nothing alarming, nothing that could read as triggering. The goal was an accessible, supportive online space that explains the organisation, offers real resources, and builds a community around wellbeing, simple enough for a volunteer team to keep running after me.
The work spanned the full lifecycle: a complete brand identity with a psychologically informed colour palette and accessible typography, a fully customised Wix website with contact forms and donation integration, and a suite of social media templates an awareness-campaign team could run with.
The Approach
Brand Foundation
I anchored the identity in the name: a firefly is a small light in the dark, so the brand had to glow. I built it on soft lavender and deep purple with a warm magenta accent for that light, deliberately avoiding the clinical blues and stark whites of typical health branding. It had to feel calm, hopeful, and human, never cold or alarming.
Website Build
Built a fully customised, responsive Wix site prioritising ease of navigation for people seeking mental health resources.
Content & Campaigns
Created reusable templates for posts, stories, and podcast covers, powering awareness campaigns like World Suicide Prevention Day.
Reach & Events
Amplified the message through digital outreach and on-ground events, including Pakistan's first mental health convention.
Showcase
impressions across digital channels
Outcomes
A brand and content system that powered awareness campaigns reaching 1.1M+ impressions
12,000+ students reached in person through outreach programmes
Helped organise Pakistan's first-ever mental health convention
A simple, maintainable brand and Wix site handed off to a volunteer team
What I Learned
Designing for a sensitive cause means accessibility and tone matter as much as aesthetics.
A brand handed to volunteers has to be simpler than one handed to designers.
Building on Wix got us live fast, but it boxed the design in later; if I were starting today I'd reach for something I could actually extend.