SwiftAid
New Target translated SwiftAid’s purpose into a clean, flexible brand identity that enabled a successful launch and lays the foundation for future growth.
The Challenge
Before it had a name, the team behind what would become SwiftAid was preparing to launch a new software platform for administering emergency and rental assistance. They needed both a name and a brand that could make relief delivery feel simple, swift, and dignified while providing a flexible foundation for future programs.
The Solution
New Target collaborated with the SwiftAid team to translate the foundational work already in place into a cohesive, modern brand system. Through a focused discovery process, we aligned on the name—SwiftAid—and brand attributes that balanced urgency with calm and established the visual direction that would define the product’s launch.
Next, our team developed the full brand identity to align with SwiftAid’s objectives for the product, from the logo and color palette to typography and visual language. The final result is a clear, uplifting design system that embodies movement, optimism, and trust.
Brand Identity Development
Logo & Core Identity
A distinctive logo anchors the brand with a sense of speed and reliability, giving SwiftAid an immediate visual shorthand for trust and action. The design communicates forward motion and support, reflecting the platform’s mission to deliver help quickly and compassionately.
Color System
A cool, modern palette brings clarity and calm to a high-stakes service environment. The colors were chosen to feel human and trustworthy, positioning SwiftAid as both professional and approachable.
Typography
Clean, contemporary typography ensures every message—from interface text to outreach materials—feels consistent, legible, and confident. It reinforces SwiftAid’s focus on accessibility and ease of understanding.
Photography Direction
An authentic, people-first photography style reinforces the human impact behind the technology. The imagery feels genuine and grounded, helping the brand connect emotionally with those it serves.
Implementation & Brand Activation
To ensure the SwiftAid team could confidently extend the new brand across platforms, we created a comprehensive yet approachable brand book detailing logo use, color, typography, and tone. Clear guidance empowers both design professionals and non-designers to apply the identity consistently across digital interfaces, community materials, and marketing assets. The guide also includes examples of real-world applications, showing how the brand should appear across channels and use cases.
The final deliverable gave SwiftAid not just a logo, but a scalable, easy-to-implement brand system designed to grow with the product.
Results + Impact
SwiftAid launched with a brand identity that brings clarity and compassion to a complex social service space. The new system communicates relief that is both swift and supportive, reinforcing the team’s commitment to helping people stay housed through efficient, human-centered solutions.
With its flexible design framework, the brand is built to grow with the product, ensuring every touchpoint continues to communicate trust, clarity, and care as SwiftAid evolves.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.
