Act first

Sometimes, the solution is right in front of you. Action is truly at the heart of what ActionAid do – what they needed was a way to emphasise it. We took the iconic exclamation mark from the logo and put it front and centre, using it as a device to convey emotion from joy to surprise, action to urgency. A simple idea that expresses their core belief that nothing ever changed without action.

Scroll. Stop. Donate.

The ActionAid identity needed to work hard across multiple channels, but particularly in social. The core brand colours – red and white – demand attention and serve as an instant call to action. The modular system is simple to use and effective in stopping people mid-scroll to take action for women’s rights.

Express yourself

ActionAid communicates across a broad range of topics, from crisis response, to climate change, to comedy festivals. It was important they had the ability to flex to meet the needs of each audience. We developed a suite of exclamation marks that express laughter, urgency, astonishment, protest and more.

Re really listened to our challenges and our feedback throughout the project. Their expertise in brand strategy, design and copy is evident in our new brand manifesto and guidelines. They worked beyond the initial brief and created additional templates and a toolkit to enable us to launch an online emergency fundraising appeal in an instant and is an invaluable asset for us.

— Maeva, Head of Fundraising