Client: Since 1945, CARE has lead the way as one of the world’s foremost independent humanitarian organizations,recognized globally in serving some of the poorest and most marginalized communities.
Challenge: The most important source of funds for any non-profit is unrestricted funding. To explain this to donors and encourage this form of giving, we worked together to brand unrestricted funds, and create a visual and editorial framework for fundraisers to talk about it.
Solution: Once named, The Impact Fund’s branding took its lead from the core CARE brand, while seeking to distinguish them also. I designed a ‘prism’ graphic device that could be used to mark a piece as being of the Impact Fund, and explain the central idea of single funds being matched and spread across many regions and purposes.
I also wrote the copy for the toolit, developing short, medium and long statements for talking about the Fund. The visual palette was evolved from the CARE brand, though used with more finesse for the high-end target audience.
NOTE: THIS PROJECT WAS NOT COMPLETED. It was worked on in the Summer of 2012. To the best of my knowledge, it was brought in-house to complete it due to scope changes and timeline issues, but was not ultimately released and used.