Opportunity International

A new narrative and brand refresh for Opportunity International

Design, branding, illustration, copywriting

Opportunity International, a charity working to end global poverty, was looking for an agency to refresh its look, feel and messaging. The challenge was to develop a new approach that was personal, persuasive, less corporate and more urgent and impactful. The target audiences included institutional funders, grant giving bodies, high-net-worth individuals, as well individual charitable givers.

As deliverables, the charity needed a messaging framework, a refreshed visual brand and a core concept to elevate its brand design and positioning.

At the core of their new messaging is the brand essence: One opportunity can change everything. For the charity, opportunity can turn an idea into a business. A skill into a livelihood. A parent into a provider. The copy brought these real stories and impacts to the fore. Through support with financial services, advice and training, people build more than incomes – they build futures. It’s real change, built from the ground up.

Our narrative development resulted in a new brand message statement, a series of brand lines, supporting impact copy, tone of voice guidance and a framework that gave structure and practical advice for their messaging rollout.

With the visual brand, our design team developed a core concept called ‘Afrinancial’ that brings the visual language of African and Asian patterns and textiles together with the visual language of the financial world. The approach combines the organic nature of pattern making with the structure of financial reporting and symbolism. The design uses a series of pattern blocks and repeat patterns combined with a vibrant colour palette, an updated approach to photography and typography to bring new energy and vibrancy to the brand.

The whole process started with workshop sessions with the Opportunity International team who brought together a small brand group to work with us throughout the project. The new brand and narrative is now being rolled out across the organisation.

Find out more about their amazing work here: www.opportunity.org.uk

Creative Concern.

Creative Concern.

Opportunity International

Opportunity International

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