Not-for-profit Global Sisters undergoes major rebrand
Not-for-profit organisation Global Sister has re-branded with a new logo and brand proposition with the aim of shaking up the business advice sector.
The rebrand of the not-for-profit – which delivers business advice, coaches and an e-commerce platform to turn business ideas into enterprises for vulnerable women – aims to reflect the “drive” and “boldness” of the organisation.
Created by Sydney independent creative agency DDI, the new design aims to reflect the hand-made products created by the organisation as well as the accessible feel of their e-commerce platform.
It also aims to overcome language barriers, by combining the O of ‘Global’ and T of ‘Sisters’ to the globally recognised symbol for women.
Chris d’Arbon, DDI’s creative director, described the brand as “the antithesis of a charity”.
“It all began with the logo. Faced with the unique challenge of creating a brand that speaks to this inspiring cause but is also something that looks at home on jewellery, packaging and a slick e-commerce platform, DDI fused a hand-drawn element with a clean typeface,” he said.
“We knew we had one shot to reflect the same drive and boldness of the Global Sisters concept in our branding.”
Caroline McLaughlin, DDI’s managing director, said the agency had “outed the elephant in the room” and “changed the conventional wisdom of the category.”
“From the get go we said we were in the business of building businesses,” said McLaughlin.
D’Arbon added: “Next, we needed to reflect the rich stories of our Sisters which is where the raw portraiture, organic textures and cultural patterns came in.”
The new brand elements are running across the website and social.
Mandy Richards, founder and CEO of Global Sisters, said she was thrilled with the possibilities DDI had created for the organisation.
“DDI have been amazing and lovely from our first interaction. I would walk away from our first few meetings terrified and exhilarated at the possibilities they were creating for us but I have always trusted their judgement and interpretation of my goals, and never been disappointed,” she said.
DDI has been recognised by the Good Design Awards in the social innovation category and will receive an award for their work with Global Sisters on June 8.
Agency Team:
- Chris d’Arbon: Creative Director
- Designer: Jenny Liu
- Bernd Winter: Executive Creative Director and Founder
- Caroline McLaughlin: Managing Director
Agency Partners:
- Jason Riddell Retouching
