We do a lot of work with not-for-profit clients. Designed solutions in this space can be challenging due to budget restrictions parlaying into a need for efficiency and economy of art, copy, and method. Without any wiggle room on strategy, the creative needs to be bold, arresting, and different. This year, we worked closely with a global development client, Cuso International, to redefine their strategy and visual identity.
We are very proud of the new work we’ve done with them and are delighted to have won a 2013 So(cial) Good Design Award from The Association of Registered Graphic Designers (RGD) for our submission, Global Development Volunteer Campaign, with Cuso International. Each year, the RGD selects winners from a selection of meaningful graphic design submissions created within the theme of communication design for social good.
Cuso International is a global development agency that recruits volunteers to bring and share their expertise with like-minded professionals abroad. With many seemingly similar organizations recruiting using ‘typical’ sector imagery – Westerner working within a developing country – there was a clear opportunity to deploy design to raise the profile of the need and the brand above the crowd.
The designs are clean and impactful, relying on strong copy rendered in a bold font using a pattern fill, taken from textiles, artwork or culturally-relevant textures sourced through research on each distinct country. To round out the dialogue between the organization and both prospective and ‘returned’ volunteers, we also created a collateral kit, which includes key community recruitment and awareness tools. The kit elements – stickers, embroidered patches, luggage tags, and referral cards – were designed in a similar patterned fill style, using elements extracted from the master brand mark. The kit provides returned volunteers with grassroots, low-cost means to both spread the word about the volunteer opportunity as ambassadors and to recognize each other as they travel.
View the case-study.