Partnering for child vitality
Brief
To create a brand symbolising the partnership between the two organisations. The logo had to communicate their combined effort towards an issue that they are both truly passionate about.
The brief was to encompass the corporate element of the partnership, and also focus on the children – the cause that they came together to address.
The brand and look and feel would be applied to a range of communications materials and displayed on the ground, where the programme really makes a difference to children's lives.
Solution
A look and feel encompassing illustrated 'stick' characters and icons gave a distinct naive style, with which the programme would become synonymous. The playful, childlike design helped capture the emotional drivers at the centre of the partnership.
This identity was applied to a viral video, internal communications pack (which was delivered in a school lunch box) and an annual report communicating the results of the first year's activities.
Results
The communications helped engage the internal audience, many of whom joined the 'Fight Hunger: Walk the World' charity walk to raise funds. The partnership supports Unilever as an employer of choice by enhancing motivation and pride in the company.
- Client: Unilever/World Food Programme
- Project: Unilever/WFP joint identity
- Objective: Raise public awareness of child hunger through WFP and Unilever's activities
- Summary: Improvements in the nutrition and health of disadvantaged school-aged children around the world was the driver for 'Together for Child Vitality' - a strategic partnership between Unilever and WFP. The programme fits closely with the Unilever mission - to 'add Vitality to life' and also Unilever's corporate and social responsibility strategy. Playgroup were appointed to develop the brand and identity for this important humanitarian partnership.
- Expertise: Branding, Internal Communications, Viral campaign
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