_Gray.svg)
To follow its mission of “Bringing change that matters” and to give back to the community in UAE and the world, Jpd announced its pro-bono scheme offering branding and design support for charity organizations. This is when the Jpd received a call from Surge, a non-profit organization registered in the United States that aims to bring life-sustaining water and sanitation solutions to communities across 3rd world countries.
The Surge team got in touch with an open brief, where they clearly faced a challenge, yet did not see a strong solution to resolve it. The non-profit organization wanted to speak more clearly about their diverse role in order to communicate the true mission and difference they bring in the saturated charity world.
After hearing out Surge's key challenges and goals for the company, Jpd proposed a tailored rebranding program, that would create a strong Brand Story and Tone of Voice, along with enhanced brand identity and brand universe, to support its key message.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
The Surge team’s key concern was not having a simple message to communicate what they really do, as they take a multi-faceted approach of not only bringing safe drinking water to people in developing countries but uplifting the entire eco-system and economy of the community step by step for along-lasting effect.
Lacking one comprehensive brand story was affecting Surge's internal and external communication, from engaging a diverse team of volunteers from allover the world, to preparing and organizing fund-raising events to help bring awareness to the brand.
With only minor changes allowed for the established Visual Brand Identity, the Jpd team was tasked to develop solid Brand Positioning that would incorporate some of the established brand elements, as well as help to communicate one Brand Story simply, to reflect Surge’s soul, its mission and future goals.
After undergoing detailed research and brainstorming session with the team, Jpd developed a Brand Driver “Ripple Effect”, implying that even a tiny drop of generosity has a long-lasting effect.
Inspired by a simple concept of the “Ripple Effect”, the Jpd team developed Surge’s brand positioning statement, and key attributes, along with a detailed brand tone of voice and design system, that would guide the Surge team and support its communication internally and externally, not limited to events, website and their social media activity.
Jpd team offered refinements to the established brandmark to adapt it to the multiple platforms used in the digital world. Jpd also rolled out the full Look & Feel system, creating a brand universe with selected brand colours, fonts, graphic elements and photography styles, that can be easily implemented without high investment on the client end.
To address the challenge of coherent internal communication and implementation, Jpd provided a full brand guideline for the Surge team, to ensure consistent brand roll-out across all countries.
With the only partial implementation of the new brand strategy, the Surge team achieved the highest results ever recorded, helping them provide safe water access to 215,947 people.
One of the 1st brand implementations was re-naming the annual key fund-raising DDD event from “Design, Dine, Donate” to “Design, Dine and Make a Difference”, which helped introduce the new brand to a wider audience. With over 350 guests gathered for the inspirationalGala, the Surge team recorded a higher number of partners compared to the previous years. New speakers, which volunteered to come all the way from Uganda to deliver their special message to the audience, reflected a real impact of brand engagement.
Equipped with a Brand Tone of Voice guide for the 1st time to help them construct the flow of the event, 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
