Marie Stopes International
What we did:
— Brand strategy
— Art direction
— Digital media
Marie Stopes International is one of the largest international family planning organisations in the world. For the last three years we have been working closely with them to help effectively communicate their brand message.
Marie Stopes International were looking for an agency that was able to work on both high-level brand architecture, as well as implement the brand through various print and digital applications to a high standard with consistency in compliance to the brand guidelines. They approached us to unpack their visual identity and move the existing brand on.
With offices in 37 countries, their global nature meant the brand had to be easy to implement to ensure maximum consistency, whilst also communicating their approachable, courageous and reassuring spirit.
We designed a detailed icon collection with three levels including hero icons, informative icons and human/scenery icons. Level one consists of the hero icons, designed to be used at a large size, for example on publication covers. Level two, the ‘informative icons’, are used to convey more complex information such as statistics or diagrams. Level three, the ‘human scenery icons’ can be used to aid storytelling. By covering a number of areas the brand was able to communicate several different pieces of information simultaneously, adding a sense of character and humanity through iconography.
We also devised a colour palette that comprises a mix of pastel shades with bright, positive colours. The pastel shades, used alongside the primary palette help achieve a warm and welcoming feel, in line with the approachable tenet of the Marie Stopes brand. The brighter colours, meanwhile, help create a bolder impression, reflecting the brand’s courageous spirit. Charts and graphs don’t have to be corporate and laboursome. By using a combination of bold colours, iconography and unique data visualisation techniques, we created a diverse set of charts and graphs that not only communicate an array of different information formats, but add impact and interest to the context they are used in. All elements were wrapped up in a comprehensive set of brand guidelines. This enabled global consistency throughout the brand.