Background
For almost 80 years, CARE has been a leader in ending global poverty and improving conditions for the world’s most vulnerable people. Last year alone they worked in 109 countries, reaching 167 million people through more than 1,600 projects.
Before
Challenge
CARE does a lot. And that’s a good thing. But with many moving parts, complexity was keeping the organization from communicating clearly about their mission and work.
We were tasked with developing a brand that could differentiate CARE from their peers, catch the attention of a younger audience without alienating donors, and most importantly, bring clarity and focus to their messaging.
The Rebrand
Clarity. Color. Community.
This brand evolution positions CARE as the organization that turns community-led action into a global wave of good.
My role
Co-creative Lead
Copywriter
Workshop development
Verbal identity
Collaborators
Creative Direction - Gabby Choo
Art Director - Genesis Henriquez
Project Management - Morgan Sendor
Project Lead - Sara El Dabi
Strategy - Bia Zappa