Amnesty

BrandingAdvertisingExperience

Branding • Advertising • Experience

The Project

Amnesty International rebrand and multi-media campaign. Tasked by keeping their brand concept and positioning while refreshing the look, messaging and advertising campaign, this began with creating a new logo identity and then a three part campaign expanding across multiple medias. The direct mail piece is a die cut bag that comes in a clear envelope and is to be placed outside with a lit candle to show your support for human rights and Amnesty International. A new website was created with features such as suggested ways to help, a live news feed and parallax scrolling. A commercial spot was created to be displayed via TV and YouTube. We've also included a process infographic which is an illustrated research layout of our process to the concept behind this rebrand campaign. Original concept, video editing and graphics.

Challenge

Amnesty International needed to refresh its look, messaging and advertising campaign while staying true to its existing brand concept and positioning — keeping what people recognized about the brand intact while making it feel current and relevant again.

Approach

Starting with a new logo identity, we built a three-part campaign that expanded across multiple medias. The centerpiece was a direct mail piece — a die cut bag in a clear envelope, meant to be placed outside with a lit candle to show support for human rights. This was carried through a new website with suggested ways to help, a live news feed and parallax scrolling, plus a commercial spot for TV and YouTube. A process infographic documents the illustrated research behind the concept.

Outcome

A cohesive rebrand and multi-media campaign spanning identity, direct mail, web and broadcast — giving Amnesty International a refreshed, unified presence that deepened engagement with its mission across every touchpoint.