Project Holi is an open-source app that makes it easy for individuals and initiatives to come together to help the planet. It brings to life the energy of collective action by connecting people to the causes they care about.

As a meeting point for ideas, Holi’s voice needed to be welcoming, accessible, positive and democratic, channelling the same energy of collective action that one would feel at a protest, workshop or community event.

Powered by humility, Holi presents itself as a humble facilitator that does not seek to steal the limelight from its community. The brand is therefore unassuming, but versatile. Sprinkled throughout the digital experience are content blocks that call to mind organic cells dividing and multiplying. Practically speaking, these blocks hold the UGC content that will ultimately catalyze the app. Symbolically, they represent the limitless opportunities for connection within the Holi ecosystem.

In order to reward action, the platform switches between active and passive states, whilst the palette uses accent colours to reflect the IRL organisation process, in particular highlighter pens — tools that we use to share ideas.

Holi has a breadth of interactive options for users from joining discussions to RSVP’ing an event. That’s why we branded tags and iconography to organise content within the platform. This includes icons that signal happening locations, events, or tags that champion different causes, communities or identities.

The UGC content that populates the app stays consistent with Holi’s human, approachable brand — avoiding photography that is overly polished or heavily edited. In the end, HOLI’s brand is more about capturing moments of human impact, rather than perfection.

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