Penrose Heart

This was the key visual element in this year's Be Rich campaign. 

It takes the brand's existing "B" heart logo and reimagines it as an impossible shape similar to a Penrose Triangle. 

I've done a lot of work with this campaign since 2019, but this is my first time posting about it.

Be Rich is an annual generosity campaign encouraging people to give, serve, and love. Each year, the campaign raises millions of dollars and gives 100% of it away. They partner with and support vetted non-profit organizations that are already doing great things in their local communities. They also provide opportunities for volunteers to serve with these non-profits.

The name comes from 1 Timothy 6:18 which says "command them to do good, to be rich in good deeds, and to be generous and willing to share."