Breaking the mould of traditional Charity identities
Over the last two years, Multitudes partnered with Thousand Currents to rebirth their program aiming to collectivise Africans' resources through community, solidarity, power, and radical transformation.
Organisation: Thousand Currents
Services: Brand Design, UI/UX, Visual Design, Development, Illustration
Credits: Debs Durojaiye, Juliette Mothe, Riwan Rejon, Emery Jordan
CHALLENGE
With this rebirth, Africans in the Diaspora looked for a partner who could translate their clear vision for a self-reliant Africa into a creative, bright and unapologetic brand. This commitment to African-owned, -driven, and -led transformative change needed to be front and centre, anchoring AiD in the charity space while defying the usual representations of charities and the people they help.
Turning the chants of the diaspora into one memorable voice
Opportunity
Leading with joy, creativity and authenticity, AiD is transparently interrogating philanthropy and wanted a visual identity that could expand and shapeshift to showcase the variety and nuances of experiences and voices they're amplifying.
Celebrating the power of Black Joy and self-determination
Strategy
An iterative & collaborative process
Our team worked in close collaboration with Luam Kidane (Director of Global Programs) and Zahra Dalilah (African Diaspora Partnerships Manager) to explore creative avenues and co-create AiD's new visual identity.
Creating an extensive, scalable yet expressive identity
Accessibility first
True to Multitudes’ commitment to a more accessible web, we prioritised accessibility in applying the new brand to their website while sticking to their CMS of choice: Squarespace.
Growing AiD's visual universe
We showcased how to use their identity and create distinct but connected visuals for three of their projects: Chop It Up, Soil and Soul and Practicing Liberation.
Reach out and say hello
If you want to collaborate with us on a project we’d love to hear from you. Email us at hi@multitudes.coop
