Creating a campaign that incorporates a clear system tailored for various events and maintaining brand consistency while offering visually striking and engaging design that not only captures attention but also inspires involvement and action.
The Aga Khan Foundation (AKF) works worldwide, aiming to build strong communities and positively impacting millions each year through varied investments and local collaborations. They focus on supporting local solutions and spreading these ideas to communities in Asia and Africa.
As a freelance designer, I worked closely with Kamil Walji and Sally Maier from AKF. We combined the Foundation's existing brand with fresh design ideas to create a campaign that was both visually appealing and emotionally impactful.
The "Local Roots, Global Fruits" campaign launched in the fall to highlight AKF's support for local initiatives. AKF had strong branding, with distinct fonts like Playfair Display and Proxima Nova, a lively color palette, and a wide collection of photos from their global projects. For this campaign, they wanted a special identity that felt fresh and engaging while still fitting their established brand.
I started by creating a design system customized to the campaign's needs. I created distinctive word-marks for each event, differentiated by color. To ensure consistency with AKF's identity, I incorporated familiar elements like triangles, a motif prevalent in AKF's previous branding, and blended them with striking imagery.
For the "Local Fruits, Global Roots" campaign, I designed a sleek logo featuring a dynamic shape resembling roots and small leaves symbolizing growth, along with complementary design elements.
To round off the visual experience, I designed engaging social visuals and marketing materials. Additionally, I created an appealing landing page that seamlessly tied together the campaign's theme.The outcome? An eye-catching campaign that not only grabs your attention but also invites you to get involved and take action.
The success of this project was deeply rooted in the collaborative efforts of my colleagues. Faced with numerous last-minute changes and urgent tasks, we pulled together effectively, each bringing unique skills and perspectives to the table. Our shared dedication and commitment to the project's goals were what made it all work, despite the challenges.
