SML has supported the founder, Aminata Conteh-Biger, from the beginning by donating our time and work to help create a strong vision for a cause committed to becoming a force for real change. Our approach for the identity was to highlight the mother with child within a simple strong mark, to be nurturing and positive and to bring light and a joyful spirit to the cause. The crafted A mark creates the feeling of the mother toward her baby, one of providing comfort and safety to the child within and the vision of that deep connection. The colour palette of black & white gives the depth and strength for the serious nature of the cause, juxtaposed with bright yellow to highlight and bring positive hope and care as well.
The Foundation is now in the final phase of establishment to begin its mission to raise funds and community awareness to bring real change to the women and children of Sierra Leone. We designed and produced a website that informs the public with news and stories from the frontline and helps facilitate donations of time or funds. The Identity has helped to set the scene for the incredible efforts and vision of the founder to bring it to global realisation.