Project Spotlight: Compassionate Indy

2 min read


Well Done has grown a lot in the past 10 years (Have you seen the size of our staff lately?) but that hasn’t gotten in the way of our passion for doing purposeful work. For example, take the recent brand development project we took on for¬†Compassionate Indy–an upstart non-profit that works to¬†encourage peaceful practices and kindness on a citywide level.

For a young nonprofit, Compassionate Indy is doing some pretty impressive things. And perhaps most impressive of all is its sponsorship and co-hosting of the upcoming visit from His Holiness, the 14th Dalai Lama, to Indianapolis on June 25.

Compassionate Indy came to Well Done in need of not only¬†a brand identity, but also a new website to, first and foremost, promote the Dalai Lama’s visit.¬†Given the tight schedule, our web and creative teams got right to work.

Dalai Lama visits Indianapolis - Well Done Marketing strategy behind Compassionate IndyIn approaching¬†the logo,¬†our goal was to create a mark that communicates Compassionate Indy’s core values of inclusivity, peace, and compassion. To achieve that goal, we designed a symbol-packed solution:

The Strategy behind the Compassionate Indy logo designThe most central element of the Compassionate Indy logo is a circle–a nod not only to balance and harmony, but also to the the “Circle”¬†city¬†the organization serves and calls home. The concentric circles within the logo expand outward in a¬†fashion similar to the mandala symbols found in Indian religions–and also serve as a symbol for the all-encompassing universe.

The¬†“Indy” in the name¬†is quite literally embraced, as two cooperative hands reach out and join one another in an expression of unity.¬†Finally,¬†we sealed the emblem in an infinite loop to drive home the point that compassion really should know no end.How the Compassionate Indy logo came to beTo learn more about Compassionate Indy and the Dalai Lama’s upcoming appearance, visit the website. Unfortunately, tickets are no longer available. But if you ask around, you may just find a compassionate friend willing to spare one.