Brand Strategy & Design
Brand Refresh
ONE Campaign Global Brand Redesign
The Opportunity
Since its founding in 2005, ONE has been a trailblazer in anti-poverty advocacy. But by 2018, ONE’s creative aesthetic and messaging had grown scattered and stale. Our team recognized the need to modernize and elevate ONE’s brand to bring stronger cohesion and vigor to our creative campaign work to end extreme poverty in sub-Saharan Africa.
The Execution
We initiated an org-wide brand audit with comprehensive surveys and focus groups of ONE employees, members & online audiences to assess what ONE meant to each demo. We distilled shared sentiments down to create the brand’s mission, vision & values, from which we built a new messaging structure & tone of voice approach. On the visual front, our team conducted analyses of ONE’s top performing creative content & creative trends across the African continent, finding that a new color palette in the blue/green/turquoise space would best define our vibrant campaigning style while also nodding to common color dynamics across Africa’s creative and arts scenes.
The Impact
Our team channeled these brand pillars into the the ONE Brand Book, a “brand constitution” that outlined the brand’s origins, insights, and principles while providing guidance how to implement the new brand into all future campaigns and content. In addition to the Brand Book, we developed a suite of brand toolkits for specific content verticals like video, photography, and social media. Finally, we introduced a range of physical and digital products that evangelized the new brand, from merch packages and advocate toolkits to Instagram story filters and smartphone wallpapers.
