U-GO
Portraits of opportunity
Purpose, Vision & Mission | Narrative | Visual Identity | Communications
Our world is unequal. Talent is abundant in every corner, but for many, opportunities are severely lacking.
U-GO is a charity that wants to make opportunity as universal as talent. They envision a world where all women have access to higher education, whatever barriers they face.
To achieve this, U-GO partners with ambitious donors to fund university scholarships for talented, low-income young women in the Philippines, Vietnam, Indonesia, Cambodia, Bangladesh, Nepal, India, Pakistan, and Tanzania. Because evidence shows that when you educate a woman, you empower a family, transform a community and eventually change the world: the most impactful investment anyone could make.
U-GO is a charity that wants to make opportunity as universal as talent. They envision a world where all women have access to higher education, whatever barriers they face.
To achieve this, U-GO partners with ambitious donors to fund university scholarships for talented, low-income young women in the Philippines, Vietnam, Indonesia, Cambodia, Bangladesh, Nepal, India, Pakistan, and Tanzania. Because evidence shows that when you educate a woman, you empower a family, transform a community and eventually change the world: the most impactful investment anyone could make.
Identity
The U-GO identity champions scholars and puts them at the very heart of the brand. The logo features a silhouette of a female student in profile, and nine additional silhouettes represent a range of cultures and ethnicities. These are used throughout the identity, a reference to U-GO's ambition to create opportunity for all. The profiles are treated with a watercolour wash to create a soft and subtle texture, which contrasts with an impactful sans serif typeface and a vibrant colour palette. The result is an identity that feels prestigious, yet bold and distinctly optimistic.
The U-GO identity champions scholars and puts them at the very heart of the brand. The logo features a silhouette of a female student in profile, and nine additional silhouettes represent a range of cultures and ethnicities. These are used throughout the identity, a reference to U-GO's ambition to create opportunity for all. The profiles are treated with a watercolour wash to create a soft and subtle texture, which contrasts with an impactful sans serif typeface and a vibrant colour palette. The result is an identity that feels prestigious, yet bold and distinctly optimistic.
Impact
In the days following the brand relaunch, U-Go received a remarkable additional £1,050,000 commitment from donors.
As U-GO founder John Wood explained:
“That is 1,706 additional "scholar years" for U-GO women. Given the average scholarship is 3.5 years, that is 487 additional ambitious and promising young women we can welcome into the U-GO family. It’s an incredible accomplishment.”
In the days following the brand relaunch, U-Go received a remarkable additional £1,050,000 commitment from donors.
As U-GO founder John Wood explained:
“That is 1,706 additional "scholar years" for U-GO women. Given the average scholarship is 3.5 years, that is 487 additional ambitious and promising young women we can welcome into the U-GO family. It’s an incredible accomplishment.”