Our approach was to capture what Rashmi and her initiative ‘Hospitality Hope’ stood for. The identity consisted of a Chef’s Hat representing the hospitality sector, a Heart reflecting the not-for-profit nature of the initiative, and a Globe to indicate the job portal’s global access. Drawing inspiration from this identity, we embraced a design language rooted in doodles. These doodles served a dual purpose by maintaining the initiative’s friendly and playful spirit while also allowing the brand to expand and take on new dimensions.