eMAG Foundation

As part of the in-house team at eMAG, I designed the visual identity for the newly born eMAG Foundation and its three flagship programs. From 2015 to 2022, my work helped give shape to their mission in education, while keeping a fresh link to the eMAG brand.

Year: 2013
Client: eMAG - Dante International
Industry: ONG
Duration: 2 weeks

The eMAG Foundation pictogram set, white on a blue field

The problem

eMAG was launching its foundation—great cause, great ambition—but no visual identity to match. They needed a look that spoke “education with purpose,” while still playing nice with the main brand’s style. Oh, and they had three separate programs, each with its own vibe.

A folded leaflet carrying the hand-drawn figures and programme names

A laptop on a rock showing the eMAG Foundation website

The solution

I designed the first full look and feel for the eMAG Foundation and its programs: “Noi ne pasă” (We care) – focused on helping kids stay in school “Hai la olimpiadă” (Join the Olympics) – supporting academic excellence “140 BPM” – promoting healthy hearts and movement in schools Each had its own identity but worked together under the Foundation umbrella. I balanced eMAG’s established style with something brighter, more emotional, and built for long-term recognition.

Three campaign posters mounted on a dark gallery wall

The challenge

Striking the right tone was key. It had to feel hopeful, smart, and impactful—without looking like a tech sale banner. The hardest part was weaving educational purpose into a corporate brand without losing soul or seriousness.

The 2013 annual report, cover and inside spread, with the Hai la olimpiadă programme

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