From our earliest conversations with this UK based charity, we made it clear that we had no desire to make them appear more religious and more evangelical. Whilst still supported by UK churches, a change of name was never going to be on the cards, yet they still wanted to embrace a wider, more secular audience.
Whilst there was still support and a lot of history behind their name, we found little or no enthusiasm within the organisation for their old identity and symbol, so we began to explore ways to subtly change emphasis. Our solution was to massively enlarge the ‘aid' part of their name to attempt to redress the balance, and downplay ‘christian', even writing it, extremely unusually, in lower case letters.
We then placed the words into a graphic shape reminiscent of the most powerful symbol of their work, the envelopes delivered to doorsteps across the nation for Christian Aid Week. This meant that when the week arrived, 18 million logos were effectively delivered onto the doorsteps of UK homes.
Even though we had based the graphic shape on an envelope, we were careful to draw it in a simplified way that let it become many different things. So at the top of this page, it's a gro-bag for an orange tree, above it's a tag. It's been an arrow many times, and below you'll see it used as a blood bag.
Here's a selection of work produced either by ourselves or by the charity's in-house design department, showing the consistent use of colour, type, images and photography.
We've often been involved in the creation of key visual ideas for Christian Aid Week, one of their main fund-raising drives within the year. So the idea of ‘keeping hope alive' and the ‘blood' theme was used one year, and the idea below of ‘posting' your donation directly to those needing it most was used for another.
As ever with large charity projects, it's important that we interface and liaise with their other agencies and suppliers - here's an example of an agency following our envelope ‘lead' to create a very nice origami style set of adverts.
This is an identity designed to be infinitely flexible - an idea that should stand the test of time. They can communicate at different levels with their many varied audiences, but it still allows them to do a simple poster about a sheep, when they want.
Our work with Christian Aid continues to this day, with the work shown below on their ‘Poverty Over’ initiative. This is designed to help them run a series of projects under a clear design style for the duration of the campaign.
Working closely with their agency BMB we developed the Poverty/Over symbol running through the work.
And the strong use of orange was carefully chosen to help the appeals stand out from other competing campaigns.