The Soul of Santa team came to yoodle with a little branding and a whole lot of mission: to support children and families in disenfranchised and disabled communities in the areas of education, entrepreneurship and personal development through arts and culture. They work to do good 365 days a year and deliver a unique and diverse holiday spirit during the Christmas season and beyond. yoodle was tasked to take their current brand to a new level and to elevate their existing brand pieces like The Soul of Santa illustration, Mrs. Soul of Santa, and the other existing characters. New messaging was needed and a brand system that felt Christmas but could work the entire year.

The Soul of Santa company was using various logo variations as their primary mark – all with different typefaces and colors. Our first goal was to establish consistency and brand standards. A primary logo was created that works with and without the SOS illustration.

A sleek, bold serif font was chosen for it’s story-book feel as well as its reminisce towards jazz — a hint at the 18th & Vine district, an important location in the story of SOS. A ‘S icon’ was also created to expand on the illustrative style of the brand and create a simplified mark to represent SOS that could be used in smaller settings, and once again, throughout the year.

We applied the new branding to SOS merchandise & swag, social media, a new website, business collateral and most importantly to their main event: The 18th & Vine Christmas Tree Lighting.  

yoodle provides photo/video production for the SOS team. We attend every event to keep their content fresh and the website updated with the happenings of The Soul of Santa, as well as display their products. yoodle also worked with Tucker Lott, founder of the Soul of Santa, to convert the origin story into a series of videos to be displayed on the website and social. Check them out at thesoulofsanta.org