Actionaid: Fighting for justice

Actionaid is a spirited global charity working with women and girls living in poverty and has a footprint in over 30 countries. They fight for a world free from poverty and injustice, empowering women everywhere to create the future they want.

With each territory having their own cultural nuances, our brief was to unify the brand’s communication in a way that was cohesive, impactful and authentic. Creating local agility for each country was central to the brand.

Actionaid sought an inspirational identity that would truly capture their fighting spirit. Our key client was based in South Africa, with teams from across the globe contributing.

Going universal

Developing a simple, dynamic and forceful design, the brand identity has great universality with the emphasis explicitly on action. The inverted ‘i’ gives added punch to the message: act now! The unifying brand works effortlessly across each territory and all media, successfully rolled out in over 30 countries.

With a concise messaging framework and clear simple guidelines, effective tools were created to manage and direct future brand development. Through standardising templates and buying paper stocks from sustainable sources, considerable cost savings were made across all countries.

Flexing its muscle

Re-imagining the actionaid brand has been the catalyst to significantly building its reputation. Its growing presence in over 30 countries has been made possible by the cohesion of its universal brand language, giving it a collective muscle which it flexes impressively with local agility.

It is now seen as ‘ahead of the curve’ in pioneering social movements, a true champion of equality and justice for women. It regularly wins awards for governance, diversity and excellence in sustainable development.

Awards to match

The impact of actionaid’s re-defined brand has considerably elevated its visibility and influence across its;

33 Country network

In recent years it has won a number of awards at local country level in Ethiopia, India and Zimbabwe for best NGO through to excellence in Sustainable Development.