For many reasons, 'branding' has become a bit of a dirty word in the third sector, and charities have long sought to distance themselves from commercial brands. Typically, the latter has been defined by products or services rather than a cause, but with the rise of concepts like 'purpose-led' brands, more traditional third sector organisations are having to work harder to be seen, uplifted, and crucially, funded.
At Driftime®, we recently launched our latest branding project for nonprofit Instant Aid, an organisation that operates in conflict areas and natural disaster zones to deliver vital resources—such as food and medical supplies—within 48 hours of an outbreak. When founder Jasmin Mouflard approached us, her goal was to create a visual identity that mirrored Instant Aid's work in regions like Gaza, Afghanistan, and Ukraine and championed the impact they were creating, whilst also resonating with those both on the ground and in decision-making positions.
Moving away from the typical nonprofit aesthetic—often characterised by intricate emblems, crests, and light blue colour schemes—we crafted a bold and fresh identity that conveyed urgency and encouraged a notion of trust. Through the use of a vibrant orange colourway and a youthful, pioneering tone of voice, we ensured the nonprofit’s image was an accurate reflection of the critical work it undertakes.
“A strong brand identity, supported by a well-crafted strategy, is essential to effectively communicate a charity’s purpose, values, and mission.”
Abb-d TaiyoThroughout our work with Instant Aid—and with other organisations such as Save the Children and Art Not Evidence—the constant theme running through our projects is impact. A charity's visual language and tone of voice must resonate with a diverse audience and, when charities consider a rebrand, they can often draw inspiration from consumer brands.
The rising influence of responsible businesses, like B Corps, and the growing emphasis on brand purpose marketing should serve as a wake-up call for the nonprofit sector. Looking ahead, we envision branding in the third sector evolving beyond aesthetics to become a tool for empowering nonprofits to genuinely engage with their communities. Digital design holds the power to drive meaningful change, and this is particularly evident in its application within the charity and nonprofit sector.
