Building a green and just world

CARE Danmark is part of one of the world's largest humanitarian movements, supporting the world's poorest and most climate-exposed people in building a good and dignified life for themselves, for a green and fair world. As part of an exciting process of restructuring and innovation, CARE Danmark decided to reformulate its strategy to focus on climate change, and how it affects the most vulnerable, especially women and girls. A new vision on that scale needed a new visual language to carry it.

I led the rebrand across art direction and visual identity. The challenge was to give a humanitarian organization a bold, contemporary identity worthy of its new ambition, dignified and unmistakably alive. The system is built from two elements: torn textures evoking the huts, mud and soil of the places CARE works, set against the bright colours of the clothes, streets and markets of the African countries at the heart of its activity. One roots the identity in real ground, the other carries its warmth and optimism: a humanitarian voice that feels contemporary and alive, meant to be felt, not just seen.