Journal

SOFA – Design for a better society

By Loren Goodknight · 2025-09-10

Working on SOFA – Society For All was one of those projects that just makes sense from the first call. Formerly ČOSIV, this organization has been doing the hard work since 2011: advocating for inclusive education, supporting kids at risk, promoting mental wellness, and pushing for systemic change in the Czech Republic.

They didn’t come to us for “just a logo.” They came with a mission that needed to feel approachable, memorable, and human—because the work they do touches people’s lives every day.

We started with naming. “SOFA” might sound casual—but that’s exactly the point. It’s an acronym that works like a word. It’s warm. It’s easy to say. It’s a metaphor for a safe space. And it works across generations, platforms, and audiences. Daniela Velová was instrumental in finding this new name.

From there, we built a bold visual identity. Confident colors. Clean, distinctive type. Playful touches. And at the center of it all, a visual universe illustrated by the incredible Barbora Idesová. Her illustrations brought SOFA’s world to life: whimsical, rich with meaning, and powerful without being loud. Mythical creatures, soft shapes, and dreamlike landscapes that reflect the challenges and hope within SOFA’s work.

This isn’t branding for show. It’s branding for purpose. We believe visual identity can do more than look good—it can do good. It can help build trust, create emotional connection, and give complex topics a voice that feels both strong and kind.

We’re proud of this one. It’s the kind of project that reminds us why we do what we do—when design helps change take root, when it gives a mission the clarity and presence it deserves.

The best part? It’s just the beginning.

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