The Life You Can Save

A warmer, human-first identity

The Life You Can Save began with Peter Singer's book of the same name and has grown into an organization that guides donors toward charities with proven results. Its work now spans four cause areas and an advisory service. The brand had served it well for over 13 years, but it had drifted toward a fintech, product-led register, and patching it with extra colors and icons only moved the friction elsewhere. It needed something warmer that could explain the work at a glance, tell one pillar from another, hold up on a phone screen, and still read as one movement.

Optimism over guilt

The work began with the origin story. Peter Singer's book sparked the effective giving movement, and care is what keeps it going. Most of the sector still leans on guilt and urgency, yet people give because they believe things can get better. The new mark had to grow out of the original hand-in-heart logo as an evolution of it, carry the book, the care and the optimism, and stay simple enough to draw from memory.

The promise of a new day

A yellow sun sits above a red heart that opens upward. The heart carries the care of the original mark forward, now in a more organic shape that recalls a young sprout: the seed a donor plants and the impact that grows from it. The negative space that shapes it is a curled page, a nod to the book where it all began. The yellow dot is a sun to some and a flower to others, and either way it brings light.

The palette stays close to home. Red remains the primary color in a more vibrant shade, with yellow as the accent. Each cause area (Health, Education, Livelihoods, Women & Girls) gets its own color, with the mark in that color and its name set in sentient, next to a wordmark in satoshi. Advisory keeps the same structure with one change: the yellow sun turns red, a color taken from the heart of the master mark. That small shift tells you it's a service and sets it apart from the programs.

The base curve of the heart becomes an arc that frames photography, so every image shares the same container and traces back to the mark. The system extends to iconography, tags, CTAs, a match tracker, the homepage and social layouts. A brand film shows the old logo becoming the new symbol.

One system for every pillar

The identity launched in October 2026 and is live across the organization's website and social channels, with a public brand page and a 40-page brand book. The Education Sector Report is the first piece of research to carry it in full. The team now has one system for everything, from the homepage to a social post. As the organization adds causes or services, each one already has a place in the architecture.

Year

2026

Client

The Life You Can Save

“On the color palette, we wanted something that still felt like us, just brighter: an evolution, not a departure.” — Bárbara Calixto, CEO, The Life You Can Save

CEO — Bárbara Calixto

Founder — Peter Singer

Product Manager — Michelle Flynn

Fundraising Campaign Manager — Chantal Johnson

Brand and Content Manager — Kudzai Machingawuta

Research Team — Miriam Broeks and Matias Nestore

Director of Philanthropy APAC and Board Member — Louise Pfeiffer

The Life You Can Save brand book — the symbol: a sun above a stylized heart The Life You Can Save brand book — primary logosymbol The Life You Can Save brand book — secondary logosymbol The Life You Can Save brand book — core palette: red, yellow, dark and white The Life You Can Save brand book — expanded palette The Life You Can Save brand book — brand architecture: Health, Education, Women & Girls, Livelihoods and Advisory lockups The Life You Can Save brand book — typography The Life You Can Save brand book — the arc, built from the base curve of the heart The Life You Can Save brand book — iconography
Logos, Colors, Typography, Visuals
The Life You Can Save brand book — tags, badges and pills The Life You Can Save brand book — match tracker The Life You Can Save brand book — the homepage The Life You Can Save brand book — social layouts for Livelihoods and Health
Web Elements, Applications
Next Project The Supporting Act Foundation