The established international corporate symbol for World Vision was the only common element in a brand programme that over-arched many project initiatives.

The organisation’s own presence was totally diminished in a sea of graphic styles developed for individual fundraising activities.

The expenditure of funds may have been effective in achieving some initiatives but left no legacy or support in establishing the presence of the organisation’s own brand.

The reinvigorated brand identity utilised a common visual language of the child combined with the corporate orange sewn thread and fabrics of the supported countries, allowed the varied individual communications to be targeted while the organisation’s identity was made clear.