IsraAID. BRAND STRATEGY, COPYWRITING, LOGO, VISUAL IDENTITY + WEBSITE.
One of the most inspiring organizations we’ve ever had the privilege to rebrand
You’ll find IsraAID most anywhere people are suffering from natural or man-made disasters. Based in Israel, they’re a non-governmental organization that has worked on emergency relief and long-term development in more than 50 countries. You can imagine how we felt when they approached us to help them with their rebrand.
Quite simply, they’ve become a leading humanitarian organization, but felt their old branding wasn’t keeping up. With a logo that looked outdated, no clear story and a website and materials that hadn’t really been touched in years, the IsraAID brand simply didn’t truly reflect this amazing organization and the vital work they do.
From the moment IsraAID arrives somewhere that’s been torn apart by disaster, they spring into action. We did too, working hard and fast to lay a solid foundation for their brand. We dug deep and got to know the global team who work closely together to deliver results.
From our conversations, the communication path became clear and we developed a brand story that culminated in a new tagline: Future First. Because they help communities reclaim their future. One they can believe in. One that’s truly theirs. Because a future is the most important thing you can build.
The visual brand flowed directly out of this new position and tagline. It’s bold, spirited, and optimistic. It suggests looking forward and the things people can accomplish by working together. The new logo we designed and the colors we selected all work together, too, to capture the organization IsraAID is today. An organization – and brand – that positively looks ahead.
Because of the nature of the work they do, IsraAID’s library of photography played a huge role in their rebrand. There’s simply nothing more visually powerful than people working together to rebuild – a child’s smile or two clasped hands say more than words ever could. Everywhere we could, we leveraged their photo archives to focus on IsraAID’s people and the people whose lives they impact.
The images we used are featured prominently on the new website we created from the ground up – structure, design, copywriting, development, everything. Their visual ID system, 2020 annual report, stationery, and a range of marketing materials rounded out a comprehensive list of deliverables. It was immensely rewarding to be able to create the brand story of this remarkable group of people and present it to the world.
Disasters are a challenging part of life on earth. That’s just the way it is. And disasters can happen anywhere – to anyone. But with people who make up the IsraAID organization, so can hope.