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Grandpa Joned's Hope
Grandpa Joned’s Hope is a purpose-driven social initiative dedicated to uplifting rural communities across Malaysia through sustainable economic opportunities
INDUSTRY
NGO Crowdfunding
PROJECT YEAR
2018
TIMELINE
1 Week
The Project
A Crowdfunding & Changemaking Initiative for Rural Transformation
Spearheaded by the Joned Collective Impact Lab, the initiative focuses on leveraging the nation’s ecotourism potential as a catalyst for long-term social and economic transformation.
The mission is to drive socio-economic growth in rural areas by positioning ecotourism as a key catalyst for opportunity, resilience, and long-term development.
The vision is to enable life transformation within rural communities—empowering them to lead better lives and build a more sustainable and promising future for generations to come.
The Challenge
Client started without an existing brand identity, aside from the name “Grandpa Joned’s Hope,” requiring the brand to be built from the ground up. The key challenge was balancing emotional warmth and storytelling with credibility for government engagement.
The identity needed to reflect trust, compassion, and the spirit of ecotourism—nature, sustainability, and rural authenticity—while remaining distinctive and professional. It also had to be accessible to a wide range of stakeholders, from rural communities to partners and government bodies, ensuring clarity and inclusivity.
Through consultation and ideation, the direction evolved to incorporate a grandfather-inspired mascot—creating a strong emotional connection while remaining versatile across all applications.
The Solution
The client started without an existing brand identity, aside from the name “Grandpa Joned’s Hope,” requiring the brand to be built from the ground up. The key challenge was balancing emotional warmth and storytelling with credibility for government engagement.
The identity needed to reflect trust, compassion, and the spirit of ecotourism—nature, sustainability, and rural authenticity—while remaining distinctive and professional.
Through consultation and ideation, the direction evolved to incorporate a grandfather-inspired mascot—creating a strong emotional connection while remaining versatile across all applications.
Measured Result
70%
Stakeholder Engagement
85%
Brand Clarity & Perception Shift
35%
Projected Community Impact
Mascot
The Grandpa Joned’s Hope logo was created to capture the spirit of friendliness, hope, and familiarity, while establishing an iconic representation of Grandpa Joned.
At its core is a grandfather-inspired mascot that embodies warmth, wisdom, and guidance. The use of rounded shapes and gentle forms enhances its approachable and human-centric feel, creating an immediate emotional connection.
Ultimately, the logo blends storytelling with clarity, forming a strong and memorable symbol for the initiative.
Bilingual Text Logo
The text logo for Grandpa Joned’s Hope was designed to create a clear, approachable, and memorable brand presence, establishing its identity from the ground up.
The use of orange as the primary color symbolizes hope, optimism, and energy, aligning with the initiative’s mission to uplift rural communities.
To ensure the brand communicates effectively across diverse audiences, the text logo was developed in both Malay and English versions.
Color Palette
The color palette for Grandpa Joned’s Hope is centered around warmth, optimism, and a connection to nature—reflecting both the emotional and environmental essence of the initiative.
Orange serves as the primary color, symbolizing hope, positivity, and energy. It captures the spirit of encouragement and transformation, reinforcing the initiative’s mission to uplift rural communities. Its warmth also reflects the care and compassion associated with the grandfather figure, strengthening the brand’s emotional appeal.
Pitch Deck Design
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