Eden Co-op | Brand Design Guidelines | Jose Caballer

Shubham Aggarwal

Completed work

Brand Designer

Brand Strategist

Logo Designer

FigJam

Figma

Miro

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)

Watch on YouTube

✅ 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.

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Completed work

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