A magazine, not a pitch

Omtanke, Danish for care and consideration, is a magazine and digital platform by CARE Danmark, created to make a humanitarian mission felt, not just understood: an issue-based editorial where content comes first and donation stays in the background.

I developed the full visual identity and art direction, built on warmth and dignity, holding the urgency of the cause and the humanity behind it in the same frame. The challenge was to deepen the bond with existing members and draw in new ones without ever feeling like a pitch, a system that runs from print to social, designed to close the distance between the reader and a world that can feel far away, inviting people not just to care, but to act.