Parsons School of Design
BFA Communication Design
Thesis 2021

Danielle Beatriz Go
Core Empath Corp

Empathy is not only placing oneself into another person’s perspective, but similarly it is the ability to understand other people’s experiences. Because of the resemblance between a personal identity and a brand identity, brands have the capacity to empathize and create personal connections with their customers. Though brand empathy can seem disingenuous, when done transparently with the interest of catering to the needs of the community and the planet, it has the power to cultivate social change and have consumers do the same.

Core Empath Corp is the first benefit corporation that identifies empathetic businesses and certifies them as Core Empaths. The OTA-bound brand manual contains collected brand user interviews that explore what it means to be an empathetic brand and what brands can do to be more empathetic. It is brought to life with bright, softened gradients to represent brand empathy in a positive light. Typography is used to differentiate itself from the B-Corp, with enlarged text signifying a call to action that encourages readers to ask these questions themselves; or, free-form text that suggests energetic movement and the visual identity’s ability to take on various forms.

Core Empath Corp sheds light on the need for greater empathy among company leaders, designers at brand agencies, and, above all else, within oneself. Mindful acts of empathy can inform conscious consumption: how money is spent and in whom it is invested. An investment towards the planet is an investment towards people — ourselves and future generations to come.

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Dotun Abeshinbioke

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Chengcheng Cui

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Danielle Beatriz Go

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