Save the Children

Creating a distinctive brand platform to position Save the Children Canada as the primary advocacy and action organization helping the world’s children in crisis.

Save the Children Canada had not yet established itself as the go-to children’s rights organization in Canada, despite 100+ years working with children in danger areas around the world. So, we repositioned the organization through the development of a new brand platform and tagline, and created the digital brand campaign to re-introduce this new vision to the public. The one key takeaway? That a brand identity is centred as much on ideas and copy as it is on graphics, and a complete shift in tone and focus can give a brand new legs, without changing the core visuals and assets.