Cusimaky Cusco (NGO) Client Project

Cusimaky is a community-led educational project founded in 2015 by Yenifer Calderón, a lawyer from the San Jerónimo district in Cusco. Created to defend children’s rights and strengthen access to education for those in vulnerable situations, the organisation is deeply rooted in the local neighbourhood it serves. I was brought on to strengthen Cusimaky’s foundations through a strategic rebrand, including updated visual identity, messaging, and digital presence.

Rather than focusing on surface-level design changes, the project followed a strategy-first approach. I developed a full brand strategy using industry-standard frameworks to clarify Cusimaky’s purpose, positioning, values, and narrative. Central to the strategy was a core insight reframing Cusimaky away from traditional charity and toward continuity, community presence, and long-term care. This work established a clear system to guide future communication, design decisions, and stakeholder alignment.

The strategy was translated into execution through the development of a new bilingual website (Spanish primary, English secondary), currently preparing for launch. The site is structured around message-led storytelling, redesigned donation and volunteering journeys, campaign-ready pages, and foundational SEO to support long-term visibility without compromising authenticity. The result is a grounded, cohesive brand system that communicates Cusimaky’s mission with clarity and dignity while supporting sustainable growth.