Oprecht Utrecht is a platform through which inhabitants of Utrecht, the Netherlands, can ask for or offer help from other inhabitants, be it a financial, physical or psychological support. A platform encouraging people to help each other. FC Utrecht, the initiator of the project, asked us to develop the concept and brand, and design the campaign and online platform.
In the search of a right name we listed all virtues that would characterize an act of selfless help. We found that Dutch word oprecht (sincere) contains most of those meaning, and we came up with a name of the platform: Oprecht Utrecht.
We used a supporters' scarf as the symbol of the platform. Both helpers and people who are helped receive the scarf. To own an Oprecht Utrecht scarf is a source of pride and a sign that one belongs to a club of altruistic people.