Silk Road Foundation

Silk Road Foundation is a nonprofit based in New York that supports immigrants from Central Asian countries by building a welcoming, supportive local community.

Social Assistance Foundation in New York, USA

YEAR:

2024

WORK:

branding, illustration, web-development

The foundation approached us with a request to redesign their brand identity — turning it from generic and outdated into something unique, emotional, and human-centered. The new visual style had to reflect the foundation’s mission and values, helping people feel the warmth and care behind the organization’s work.

We also needed to attract those willing to support the foundation: through donations, volunteering, professional skills, or simply moral encouragement.

CHALLENGE

Our design concept was built on:

— Friendly line illustrations
— Colors and symbols rooted in Central Asian culture
— Clear, modern typography framing meaningful slogans

We drew inspiration from family, hospitality, and love — key cultural values for Central Asian communities. Even the details in the illustrations had meaning: traditional skullcaps, birds, clothing, and ornaments.

The logotype was redesigned with continuity in mind — keeping a reference to the old version but reimagining it to include human silhouettes forming a heart.

The tagline "Where the Roots Begin" became the emotional anchor of the brand — emphasizing cultural heritage and the sense of belonging. The foundation serves as a second home, a place of comfort and connection for those far from their homeland.

Visual Direction

The rebranding brought the foundation closer to its audience. The new look made the brand feel warmer, more approachable, and emotionally resonant — reinforcing trust and connection within the community.