BRAC’s rebranding.
Role: Creative Director
BRAC is the world’s largest NGO. While it’s core principle of striving towards an equitable world is unwavering, its style has changed multiple times.
The rebranding of BRAC in 2021/2022 focuses on the second perspective - a story that's not told. It's a story about resilience and always finding a way to overcome insurmountable odds. It's about how development isn't a saviour-damsel narrative, but one of helping people realise their own potential.
The visualisation of design stems from two viewpoints - the stitch motif (top right) derived from the wheel petal, and the heavy usage of negative spacing that can now let the key elements be champions of the segments.
Credits:
Concept: Sarah-Jane Saltmarsh, Sara Afreen, Marcia Amin, Rubab Al Islam
Designers: Rubab Al Islam, M&C Saatchi
Content Writers: Sarah-Jane Salthmarsh, Sameeha Suraiya, Rubab Al Islam
BRAC makes sure of using context specific and sensitive communication to highlight people as heroes in their story.
The newer addition to BRAC's secondary colours (the last two columns on the bottom right) have been extracted from nature itself.
The brand book includes specific guidelines for all forms of communication - for designers, photographers, videographers, and content writers. Several guidelines and the creation of the holistic book has been carried out by Rubab, BRAC Internal Comms, and M&C Saatchi in unison.
