CARE revitalized.
Agency: FutureBrand
In 2000, McCann Erickson completed their brand reassessment for the veteran relief organization CARE International. CARE’s recognition factor had dwindled along with its original generation of postwar philanthropic donors; most Americans were now unaware of the origins of the term “care package.” The original logo (and iconic package) were found to be relics of a paternalistic and culturally myopic era. McCann concluded that CARE required a radical re-positioning to connect with a new generation of potential donors. The new approach would emphasize transparency and accountability, and would be driven by the core empathy between donor and recipient.
McCann brought sister company FutureBrand on board for the visual phase of the project. I led a team of designers in the effort to revitalize the CARE brand. With artist Marina Binns I crafted “The Community of Hands” to evoke partnership and local empowerment, replacing the original crate stencil design.
"The Community of Hands" mark
Stationery
The CARE Brand Book was presented to current and potential investors.
The most important deliverables provided to CARE International were the brand system guidelines, which covered basic elements, collateral and communications, stationery, environmental applications plus imagery and language principles.
