Camfed: Rebrand
AUpdating the identity and logo hierarchy for an established non-profit that educates women in African countries that lack resources.
Camfed is a national non-profit founded in the UK that is actually a shorthand for “Campaign for Female Education.” Camfed works in a handful of Sub-Saharan African countries including Ghana, Malawi, Tanzania, Zambia, and Zimbabwe. As of 2020, Camfed has supported over 4 million students to go to primary and secondary school.
Their logo and corresponding brand had become a bit dated for the size and impact they have. While at Twenty Four 7, I helped update the entire Camfed brand including the main logo, color palette, font hierarchy, and redefining how they spoke visually to different audiences.
After months of research, the first task in the creative process was working to refine the icon.
This icon was originally drawn on a napkin by the founder when the organization started. After translating that icon over the years, it had become less iconic and less human. My goal was to distinguish these two as real people and therefore add elements like face lines, hands, and garment details.
The biggest refinement was combining their hands creating a visible connection. Also, the book size, and arm positions were moved to a more natural posture. The clothing and hair were based on real photos of students and alumni provided by Camfed.
Next we explored ways to visually define how to best speak to donors primarily located in the U.S. and U.K., as well as front line workers in Africa
We landed on creating two separate wordmarks, one reading “Campaign for Female Education” that would focus on the donor audience and the other reading “Camfed” focusing on those already accustomed to the previous brand.
Both lockups feature the revised icon as an anchor for the brand. From there the “Campaign for Female Education” lockup would become the more predominant outward facing logo seen by most targeted donors to clearly convey what Camfed does.
Lastly, the “CAMA” or ‘Camfed Alumni‘ lockup picks up the same look and feel as the other wordmarks to show it’s part of the same family and is also associated with the larger brand. The CAMA group is as vital to the organization as anything else, using mentorship and connection as a key factor in getting students the education they need. Many CAMA members return to the community they grew up in to continue helping the next generation.
Color played a huge role in development of the brand and brought it all to life.
The vibrant palette spoke to both audiences by aligning with the organization’s mission of being bold and getting things done, while also aligning with the students themselves educated.
In addition to the new logo suite Camfed was celebrating their 25th anniversary. To celebrate their achievement proudly, we added “25 Years” to the entire logo suite for their 2018 campaign.
This was one of the most rewarding projects I’ve had the honor to work on. Camfed is such an amazing organization and having the opportunity to bring their brand to new heights was incredibly energizing.
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Logo Design, Brand Book Design, Color Palette, Typography Suite, Production Design
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mid 2018 With Twenty Four 7
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Mimi Lettunich: Executive Creative Director
Nick Ostini: Freelance Designer