Social Foundation of Prague: A red thread from logo to communication
The Social Foundation of the City of Prague is all about offering help where it’s needed most, even when it’s not immediately obvious. We’ve worked with the Foundation for some time, creating their logo and visual identity from scratch, and when they asked us to create a campaign that brought this invisible support to life, we wanted to create something that would truly connect with the people of Prague.
First things first: Our collaboration with the Social Foundation of the City of Prague began with the creation of their visual identity. At its heart is a bridge, a symbol of support that can also represent so much more. This bridge, a nod to many of Prague’s iconic landmarks, became a red thread — in our case, a red bridge — running through everything the Foundation stands for. Simple yet strong, the bridge became a visual representation that captures the uplifting support the Foundation offers when people need it most.
Turning the idea into a campaign: When the Social Foundation asked us to create a campaign, they gave us full creative freedom. Our idea was to expand on the visual concept of bridges that symbolize support, which we had created for their identity, and make it a real red thread running through everything. This would vividly show the power of invisible support in a way that every Prague citizen, from elderly individuals to single parents, could relate to. We wanted to spread this message across the city, making people aware of the help available to them. But how do you show a red bridge that you can’t actually see?
How we made it happen: We created a visual interpretation combining photography and graphic design, crafting red bridges that supported our target audience and conveyed our message. We worked with renowned photographer Pavel Hejný to create unique visuals showing people walking in mid-air — supported by something unseen but solid. These images evoke the feeling of being cared for, even when the support isn’t visible.
What came out of it: The visuals really hit home, reminding people that support is all around us, even if we can’t always see it. This project wasn’t just a creative challenge; it allowed us to be part of something meaningful, helping the Social Foundation of the City of Prague connect with people in a real and impactful way.
