The challenge: “We would like to hire someone (a team) to help us improve the WFTO image and external visibility, ad to offer our members the necessary tools so that they can promote themselves as a ‘Guaranteed Fair Trade Organisation’.”
What we did: Our mission is to empower our clients. Receiving this brief from the World Fair Trade Organization is one of our proudest moments
We began the project with a review of WFTO as a brand. We looked at what was and wasn’t working in their current visuals both from a brand messaging and practicality perspective. Parallel to this, we designed questionnaires for their multiple target audiences to give audience-centric voice within any changes we made.
Work began on tweaking the logo design for the main brand with improved typography and messaging. With this approved the refresh was rolled out onto the Global Regional logos, Fair Trade Member logos, Fair Trade Associate logos and the new Guarantee System logo.
Brand books and style guides provided our client with clear guidance on usage of all the logo variants including how external partner logos should function alongside the main brand.
Also included in the brand books are usage guidance for typography, photography, colour and grids.
With updated colour pallets in place, we were able to design dynamic looking applications of the brand including an annual report, business cards, email footers, social media banners, report documents and marketing leaflets.
Having both the guidelines to follow along with a comprehensive toolkit of examples designed by professionals which they can use as templates for future materials, fully enables WFTO to be consistent in their approach to marketing and branded communications.
Even better: Making the whole world fairer.
How it looks:
Key services: logo design, brand guidelines, typography systems, marketing communications.
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