Eden Co-op | Brand Design Guidelines | Jose Caballer
Shubham Aggarwal
Eden Co-Op – Designing a Brand That Could Uplift a Generation
Client: Eden Co-Op (Global Purpose Movement)
Stakeholders: Jose Caballer (The Skool / The Futur), Impact Entrepreneurs, UN-Linked Change Agents, Scott Vineberg, Keone Chang
Role: Creative Strategist · Identity Architect · Lead Stylescapes Designer (Unofficial, Elected by Merit)
Team Context: Global Design Sprint Team with rotating collaborators
The Mission:
"Activate 3 Billion Youth by 2035 to Co-Create a World That Works for Everyone."
Eden wasn’t selling products.
It was a movement.
A systems-level shift that needed a brand to match its vision:
Inclusive but bold
Youthful but wise
Local but planetary
Most importantly?
It needed to make a huge promise feel human, visual, and believable.
Where I Came In
I joined the Eden Brand Sprint under Jose Caballer as the Stylescape Designer — tasked with translating brand essence into visual direction.
But within a few days, I was leading the charge:
My stylescape became the selected visual foundation
My logo was finalized and used across all brand assets
I took ownership of crafting the entire identity system, merging design with brand psychology
What started as a design task became a creative leadership role.
My Strategic Process (What I Actually Did)
1. 🧭 Brand Discovery & Sprint Alignment
Facilitated by: Jose Caballer
Framework used: CORE (Brand Discovery Model by The Skool)
"What does Eden feel like when you walk into it?"
"What problem is it solving for the next generation?"
"What values must it radiate?"
I translated abstract, systems-level prompts into visual moodboards and decision models:
Core Brand Archetypes:
The Nurturer (Care, Community, Belonging)
The Creator (Vision, Expansion, Joy)
The Connector (Collaboration, Energy, Play)
Primary Brand Emotions:
Inclusive, Warm, Empowering, Interconnected, Open
2. 🧱 Stylescape Development
Out of 3 designers, my stylescape was selected unanimously.
It captured Eden’s energy: playful but not childish, structured but not corporate.
What I Did:
Curated a tight visual universe: colors, textures, photography, icon language
Balanced soft spiritual hues with grounded, action-oriented typography
Used real-world metaphors: community circles, garden ecosystems, ritual objects
Layered mood + meaning → each image wasn’t just pretty, it was positioned
Key Decision:
Every visual element had to feel inviting, emotionally safe, and globally resonant. No stock NGO vibes. No corporate minimalism.
3. 🔁 Logo Ideation & Selection
I designed multiple concepts, but one stood out—and was ultimately selected as Eden’s final logo.
Logo Concept: "The Looped Clover"
4 loops = people, planet, purpose, play
Closed shape = ecosystem, self-containment, regenerative design
Clover = new beginnings, luck, growth
Loops = sacred geometry, infinity, community bonding
The logo worked at every level:
Symbolic resonance
Global spiritual reference
Scalable on digital and physical mediums
Soft but strong enough to anchor a movement
4. 🎨 Identity System Build-Out
Once the logo and stylescape were selected, I moved into brand systemization:
Typography
Selected Sofia Pro — youthful, approachable, human
Balanced it with clarity-first heading structure for content-dense applications (decks, site, reports)
Color Palette
🍇 Plum (Depth & Leadership)
☀️ Golden Yellow (Hope & Joy)
💚 Earth Green (Regeneration & Community)
💗 Soft Pink (Safety & Compassion)
Iconography + Motifs
Developed a modular icon set based on the logo form
Used the circular “loop” structure to build a sense of movement, direction, and inclusivity
5. 📊 Pitch Deck & Visual Communication
I redesigned Eden’s investor-facing Pitch Deck System:
Framed the narrative: Problem → Promise → Pathway → People
Used custom visuals, infographics, and scrollable narrative sections
Designed slides for:
Eden’s Operating Model (Systm Template)
Future Self Framework
UN-SDG alignment
Partner Journey Flow
Youth Activation Pyramid
Result:
A ready-to-send deck used for pitching to:
✔ UN Agencies
✔ Government Bodies
✔ Funders & Think Tanks
✔ Founding Partners
The Result (Tangible + Intangible)
✅ Logo & Stylescape chosen as official visual foundation
✅ Eden Co-Op identity system built from my design language
✅ Pitch deck aligned for UN-level partnerships
✅ Became part of Jose Caballer’s visual legacy projects
✅ Used across strategic documentation, public decks, internal communications
Why It Matters in My Portfolio
Eden wasn’t about building a website or a campaign.
It was about aligning story, systems, and soul — with stakeholders at the top of the global design and strategy ecosystem.
This case proves:
I can lead and deliver inside high-stakes brand sprints
I hold my ground and take creative leadership under global mentors
I don’t just design logos. I build belief systems
For Clients Who Want to Lead Movements, Not Just Markets
If you're launching a:
→ Community-first venture
→ Climate or impact initiative
→ Conscious tech brand
→ Movement-led platform
I’ll help you architect your visual, verbal, and structural foundation—with strategic emotion, clarity, and real-world application.
Like this project
Posted Mar 28, 2025
Led brand identity, logo, stylescape, and pitch deck for Eden Co-Op alongside Jose Caballer—designing the visual system for a global purpose-driven movement.
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Timeline
Oct 10, 2020 - Ongoing
