Jpd, a branding and design agency in UAE, has initiated a pro-bono scheme to offer branding and design support for charity organizations.The agency received a call from Surge, a non-profit organization registered in the United States that aims to provide life-sustaining water and sanitation solutions to communities across developing countries. Surge faced a challenge in communicating its diverse role and mission in the saturated charity world. Jpd proposed a tailored rebranding program to address this issue.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
Surge lacked a comprehensive brand story that could effectively communicate its multi-faceted approach of bringing safe drinking water to developing countries while uplifting the entire eco-system and economy of the community. This was affecting its internal and external communication, engagement with volunteers, and fundraising efforts. Jpd was tasked to develop a solid Brand Positioning that could incorporate the established brand elements while reflecting Surge’s soul, mission, and future goals.
After undergoing detailed research and brainstorming sessions, Jpd developed a Brand Driver “Ripple Effect” to capture the idea that even a tiny drop of generosity has a long-lasting effect. The agency developed Surge’s brand positioning statement and key attributes, along with a detailed brand tone of voice and design system. The Jpd team also offered refinements to the established brandmark, rolled out the full Look & Feel system, and provided a full brand guideline to ensure consistent brand roll-out.
With the partial implementation of the new brand strategy, the Surge team achieved the highest results ever recorded, providing safe water access to 215,947 people. The re-naming of the annual key fundraising event and the introduction of the new brand to a wider audience resulted in a higher number of partners. The new speakers who volunteered to come all the way from Uganda to deliver their message reflected a real impact of brand engagement. With the Brand Tone of Voice guide, every speech made an incredible impact, touching on different elements of the organization, yet relying on one central platform of the brand story.
Transform Awards MEA
Gold Award Winner
Best Visual Identity from a Non-Profit