Non-profit Branding: With its diverse range of activities, Ramon Aboitiz Foundation Inc (RAFI) faced a challenge in communicating what it did in a clear & simple manner. We helped translate its philosophy “Touching People, Shaping the Future” into a compelling brand promise that also reinforced its image as a comprehensive social development partner for communities, government agencies & other NGOs.
We refreshed the brand’s visual & verbal identity, & a communications system implemented to promote consistency at both corporate & operational levels. The website was re-designed to incorporate a flexible menu system that allowed users to search for the Foundation’s offering by area of activity or by capability.
Workshops were conducted to engage staff in using the brand promise to ideate future programmes & initiatives to strengthen internal capabilities.
10 areas of activities were consolidated into 5 strategic areas of focus & branded initiatives were more closely aligned with the master-brand.
