The rebranding of Food for the Poor brings the look and feel back to today. The current identity system does not make use of their full potential and I felt somewhat distanced by the user experience.
During this personal project I concluded that the brand needed to be more modern while still holding on to their rich values.
By elaborating on the common objections of donators, Food for the Poor uses a brand voice that propagates a feel of community and harmony.
This, for example, is translated in the advertising campaign “Dime a Dozen” where a seemingly insignificant amount of 10 cents is added to the price of a partnered product to further aid in the fight against poverty. The story behind this campaign is that its purpose directly defies its meaning; The term "dime a dozen" means that something is of no particular value, and with the force of unity making something small and common into something great and life changing.
When placing (potential) donators in the role of the hero, it gives them a stronger sense of responsibility and action-taking. Not because they themselves want to be viewed as a hero, but because they are viewed as one through different eyes, and therefore also receive the fruits for their kindness. When a certain importance is felt, people tend to stay more involved and get a stronger sense of involvement.
With the power of unity, life changing dreams can be realized to make this a better world for everyone; we all equally deserve it.
During this personal project I concluded that the brand needed to be more modern while still holding on to their rich values.
By elaborating on the common objections of donators, Food for the Poor uses a brand voice that propagates a feel of community and harmony.
This, for example, is translated in the advertising campaign “Dime a Dozen” where a seemingly insignificant amount of 10 cents is added to the price of a partnered product to further aid in the fight against poverty. The story behind this campaign is that its purpose directly defies its meaning; The term "dime a dozen" means that something is of no particular value, and with the force of unity making something small and common into something great and life changing.
When placing (potential) donators in the role of the hero, it gives them a stronger sense of responsibility and action-taking. Not because they themselves want to be viewed as a hero, but because they are viewed as one through different eyes, and therefore also receive the fruits for their kindness. When a certain importance is felt, people tend to stay more involved and get a stronger sense of involvement.
With the power of unity, life changing dreams can be realized to make this a better world for everyone; we all equally deserve it.
Thank you.
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