Asia Catalyst – Clarity Creative

case study

Nonprofit Brand Development

The challenge:

Develop a brand book and communications strategy for a new human rights organization.

The result:

A refined brand book that centered human rights, and allows the organization to grow alongside their partners.

Step 1

Listen to community-based voices during discovery.

“Powerful, not prejudicial.”

Asia Catalyst is a small nonprofit focused on the right to health in East and Southeast Asia. After early years of impactful work, the organization needed a cohesive brand identity to scale its fundraising.

During the discovery phase, we listened to the nonprofit’s leadership and beneficiaries to identify what their goals were in terms of public perception and messaging.

Over time, a theme became clear: the nonprofit’s beneficiaries needed to re-train the public on how to talk about their communities without stigma.

And that started with the NGO’s own communications and branding plan.

step 2

Developing clear messaging and a strong brand voice

It was important to include the voices of all stakeholders in this organization’s branding process.

We employed a participatory process to refine the organization’s brand voice and messaging, using the goals as a north star. We held everal workshops on communications strategy, and leaned on programmatic experts to guide the communications approach.

Once core messaging was refined, we trained all public-facing staff on how to utilize the brand voice. We also developed tools to guide the organization in its writing going forward.

step 3

Translating voice into visuals

Using the right colors, employing respectful photography, and ensuring humanizing imagery are essential when working with marginalized groups.

With voice and messaging in place in the brand book, we translated the core identity into a set of guidelines to ensure success.

Following this, the organization utilized images and colors that reflected its mission, and built a strong brand that gained public recognition for its work.

Easy to Access Guidelines

The brand book was developed for use by non-communications professionals. This included nonprofit leadership, grant writers, and human rights activists working in sensitive climates.

results

We can finally talk about our work, consistently and proudly.

asia catalyst

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