In 2015, Dutch NGO i+solutions changed its brand identitity, adopting new colors and a new logo.
My first task as communication officer was to make brochures reflecting the NGO’s new brand identity. Those brochures were distributed to partners and potential donors in international conferences about pharmaceutical supply chain management.
Those who participate in such events usually get a lot of brochures, so it was important to make ours stand out. My idea: a plus-shaped brochure, which would fold into a square small enough to fit in a pocket, so people would be less likely to throw it away.
When receiving the brochure, the reader has its attention grabbed by an astounding fact:
But there is hope: when opening the first tab, the reader finds there is something we can do to change this situation.
The most important thing to communicate about your brand is why you do what you do. People don’t buy products, they buy feelings, values and ideas. They want to identify with your brand’s mission. For NGO’s, that’s even more important, as their main goal is to raise funds for their cause.
After being informed that access to essential medicines can be improved, all the reader has to do is look left to learn about an organization which can help achieving that goal.
i+solutions’ motto is “pills and skills”: in order to solve the problem, medicines must be donated to developing countries. But they cannot depend on foreign aid forever, so skills must be transferred so they can effectively manage their own pharmaceutical supply chain. That’s why the last two tabs of the brochure talk about how many pills the NGO has procured in recent years and the skills they’re transferring through their consultancy and training projects.
When folded back again, the backside of the brochure features i+solutions’ contact details.
I was responsible for developing the brochure’s concept, writing its content and selecting the pictures, while the graphic design was made by Sazza under my supervision.