Aayenda is a nonprofit operating in Afghanistan that produces contemporary jewelry that reflects Afghan artistry. Their mission is to foster economic stability and empowerment for hundreds of Afghan artisans, especially women.

I was hired by Aayenda in 2021 to create a new logo. The brief requested a new look that reflected the modern nature of their jewelry and appealed to Aayenda’s primary target market, which is western women. I created a simple, contemporary logo inspired by the majestic mountains and precious gems of Afghanistan. I provided Aayenda with brand guidelines, including examples of ways to use color in the logo, which font types to use, and how to use the logo for different brand assets.