Since 2009, HelloAsso has helped people across France get involved by making life easier for non-profits. The free, solidarity-built platform grew from a single service into a suite of tools for even the largest organisations, so its brand architecture needed rethinking. Bruno created a strategic, verbal and visual identity built on a new brand architecture that gives a face to the individuals behind every collective.

The starting point was that France's favourite brands are brands with values. HelloAsso is entirely free and built on solidarity, so it needed a face, a style and a world people could see themselves in. The result is a boldly campaigning parent brand with assertive slogans, typography that echoes 1970s posters, unapologetic black and white, an extroverted colour palette and candid photography of real people.

The mosaic pattern is the key device. It reveals the individuals behind the collective, and one square splits in two to give the text room to spread out. It is the thread that ties the parent brand to each of its offers.

The three offers, Sport, Generosity and Culture, each carry their own personality and logo. HelloAsso Sport speaks the language of the pitch with an energetic lime yellow. HelloAsso Generosity is warmer, with natural colours and rounder layouts. HelloAsso Culture borrows from live performance, with theatre posters, a red, black and white palette and mosaic variations arranged in theatre-style banners. The HelloAsso Fund sits closest to the parent brand, in black and white without the green.

To give HelloAsso's teams a working reference, the brand identity guidelines live in an online brandbook, partly open to the public.