Filos Community Services: Redefining Care Through Strategic Branding

BRAND AUDIT

SOLUTIONS WE PROVIDED

Filos Community Services is a not-for-profit social service organisation. Focusing on building the strengths of the community we live in, they work towards empowering individuals and families to live a more fulfilling, meaningful and happier lives. Tasked with a complete rebranding of Filos, we conducted a comprehensive brand audit to reposition them to be highly relational by enhancing and emphasizing the emotional components of its brand, people and services. Filos’ existing logo had been refined to create a cleaner and more balanced form for use across different mediums and sizes. The modified logotype uses a more contemporary serif typeface that retains its humanistic and friendly touch while maintaining a bold and firm expression. It also communicates the symbolic meaning of the original logo within the brand name itself.

Reimagining a Social Service Brand to Inspire Community Resilience and Recognition

THE CREATIVE CHALLENGE
An under-recognised nonprofit lacking a cohesive and emotionally resonant visual identity

  • Filos Community Services had low brand visibility, making it difficult to stand out among social service providers

  • Its existing identity lacked emotional depth and didn’t effectively communicate its mission to foster strength, empowerment, and community

  • Graphic elements were outdated and inconsistent across materials, reducing the impact of Filos’s message and approachability

  • There was no guiding visual framework to unify touchpoints—from stationery to digital presence—diminishing brand coherence

color photo black and white
THE SOLUTION
Crafted an emotionally charged visual identity that embodies Filos’s “Inspire to Inspire” mission

  • Defined a new brand positioning built around the concept of “Inspire to Inspire,” emphasising Filos’s role as a guiding beacon for empowerment and mutual growth

  • Refined the logo with a contemporary serif typeface and a seed-like brand mark surrounded by colourful halos, symbolising growth and community impact

  • Developed a distinctive visual identity system with uplifting colours, patterns, and human-centred imagery that convey warmth and inclusivity

  • Rolled out the refreshed identity across all touchpoints—including stationery, marketing materials, website, and video—for consistent, inspiring communications

BRAND MANUAL
We designed a brand manual for Filos, a guide to applying the brand elements. Filos’ brand concept captures their strength to serve as a beacon of light that guides others to thrive in life. Through empathy, encouragement, and compassion, Filos inspires its beneficiaries and volunteers in becoming the best version of themselves. By building up their self-confidence and spirit, the impacted individuals will then be able to inspire others by passing on this spirit of positivity and resilience.
BRAND IDENTITY
A set of graphic elements is also designed to facilitate brand recognition and establish a strong brand identity. Graphic and colours play strongly in the title — Inspire to Inspire. The blue circle represents Filos as a seed, with the vision of seeding and planting the Filos seed everywhere. The different colours around the Filos seed represent the impact of Filos empowering different individuals by encouraging and building confidence in them, creating the effect of Filos growing bigger with people that are strong in their strong suit. Filos passes the “inspire to inspire” spirit on. Which inspires every individual are equipped with the positive spirit to inspire more people around them with a rippling and pulsing impact.
BRAND TOUCH POINTS

We developed thoughtful touches throughout Filos’ various touchpoints, ranging from corporate stationery, physical and digital marketing collateral, website to video production in congruent with the new brand identity to maintain a consistent brand message and experience that inspire.

“We have implemented a new brand identity to our corporate stationeries, premise, website, marketing collateral and social media channels. We have seen increased brand awareness and now have a strong differentiation factor from others. We are happy now that our referrals have increased, more youths joining Filos as volunteers and we have attracted more corporate partners coming in to support our programmes.”

Go Katheleen
Manager, Filos
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Yulia Saksen

Yulia Saksen

International Brand Consultant and Co-Founder of Creativeans

"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."

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