FEDERA rebranding and communication strategy
Visual identity and communication strategy of FEDERA
FEDERA is one of the largest and oldest non-governmental organizations in Poland. For more than 30 years, the Foundation has been working for human rights, with a special focus on women’s health and reproductive rights.
FEDERA includes the Ponton Group – which works on sex education among students, Great Coalition for Equality and Choice – an initiative that brings together more than 100 NGOs and pro-women’s movements, and includes helplines and hotlines, where anyone in need will get help with the law – primarily medical and patient rights – and get psychological support.
„Our work is evolving, the problems, the topics we deal with, the age of the people we help are changing. The world around us is changing. So we decided that we also need to change. To adapt more to the expectations of younger people and to focus more on building our image.” – says the Foundation’s CEO.
Po kilku intensywnych spotkaniach warsztatowych, dogłębnej analizie działań konkurencji i oczekiwań grupy docelowej, wyznaczyliśmy główne cele marki, a następnie opracowaliśmy nową tożsamość wizualną oraz strategię komunikacji.
FEDERA is about ideas, values and real help. It works wherever it is needed. In hospitals, doctors’ offices, courtrooms, TV studios and conference rooms around the world. We had to show the brand’s communication in such a way that the message would reach a wide and diverse target audience and be properly understood.
New FEDERA brand mark
The idea and design of the new FEDERA logo were based on a combination of the brand’s characteristic motifs – the symbol of a woman and a symbol signifying help, including medical help.
The combination of these ideas resulted in the distinctive letter F – which will also be used as the abbreviated mark of the FEDERA Foundation.
The overall design was kept minimalist and replaced the previous logo – a feminine silhouette and the color purple.
The design, based on 3 main colors, provides greater versatility and design flexibility. It will be perfect for both online and offline channels.
FEDERA is a foundation that fights for equal and just rights to decide about one’s body and sexual health, and access to information and services related to contraception, abortion, pregnancy and childbirth.
Intelligent, with expert knowledge, thorough and sharing experience and pertinent advice.
Empathetic, offering care to those around, preventing threats and unfavorable situations.
We designed the visual identity to provide flexibility and freedom of action, and to allow more than just designers to work smoothly with the new image.
The main role in the visual and verbal identity of the Foundation is to be played by human beings. Human emotions, human problems, actions, dreams and everyday life. Successes and failures.
It is these, human issues that FEDERA is dealing with, and they will be the centerpiece of the brand’s message.
The main color of the brand is strong red – whose main task is to draw attention, stimulate action, inspire. Red, combined with strong typography and emotions expressed in key visuals, are the strength of the brand’s message
A counterbalance to this strong mix is the supporting color – soft pink – a cheerful hue, associated with femininity and care, whose function is to calm communication.
Icons and illustrations
We also developed a customized system of icons and illustrations. They all have a simple, linear and minimalist form. They also have an infill with one of FEDERA’s brand colors – to reinforce the graphic message and draw attention to details.
Offline i Online
The new visual identity system and communication strategy were designed to work well in both the offline and digital spaces. Especially in social media channels, which are one of the main points of contact between the Foundation and its target groups.
Visual identity – Michał Wyszyński
Communication strategy – Piotr Flis i Piotr Mateńko
Creative supervision – Piotr Flis i Anita Kamila Sochacka