Where she was
Jackie had been doing storytelling and PR for NGOs and INGOs for years
Her existing brand didn't say any of that, though. It said freelancer. With the decision to go out on her own and build Humankind, she needed a brand that reflected the depth of her experience and expertise.
The Challenge
Her clients had been burned by agencies before.
The organisations Jackie works with had spent years handing projects to big, expensive agencies that promised a lot and delivered very little, and they'd grown wary of anyone who sounded like one. So the brand had a narrow line to walk. It needed enough authority for a global NGO to take her seriously, and enough warmth that she wasn't just one more agency in a nice suit.
The work
She works on the softest subjects there are; the brand couldn't be cold about them.
The brand typography oozes elegance and quality, with no fuss anywhere near it. The early concepts leaned softer, and in refinement the lettering got a bolder edge so it could hold its own next to the organisations she works with. Underneath it the palette leans neutral, signifying the sense of trust and calm her work carries, with a hint of warmth and a single yellow for optimism.
What happened after
Went from being overlooked as an expert in her niche to being trusted by world-class organizations like UNICEF and World Vision.
Five years on, and her brand and website are still going strong, and "for a kinder tomorrow" – a tagline that came out of her strategy – is still the first line you read on her homepage.
"I feel more professional now."
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