A charity fighting for global literacy through creating accessible, mother tongue stories, NABU was struggling with spreading their message and mission in a clear and concise way. They found themselves in need of a new approach to their strategy and brand and came to us for support. Working together, we redefined NABU’s brand experience to reflect the vibrancy of the cultures they support in the world-class charity work they do.
2018 - 2019
Digging into NABU’s existing brand we found that inconsistent visual language and messaging were making the charity’s mission difficult to understand, confusing users and potential donors. One of NABU’s primary defining features, having mother tongue creators, left it’s own set of challenges, with the term ‘mother tongue’ and its significance and meaning not universally known. We needed to help NABU explain what they do and how they work in a concise, easy to digest way that would connect with users more deeply and quickly.
Our work helped NABU develop a strategy that would allow them to connect with three distinct audiences: readers, creators, and most importantly, donors who might be interested in contributing on a monthly basis. We approached the problem of being a newcomer in a crowded charity category by engaging all three audiences in a manner that allowed them to feel like they were a part of their own success and were able to pass that feeling onto others.
With the new brand strategy as our guide, a fresh art direction was established and implemented across NABU’s website, investor materials, and a series of print and digital books. The new look and messaging helped NABU clarify their mission, giving them the tools to connect more deeply with their donors and spread their message with confidence. The results were beyond encouraging. Less than 6 months following their brand refresh, NABU gained over 13,000 new readers in Rwanda by August of 2019. To say we’re proud of the amazing work NABU is doing to help all children read to rise to their full potential, would be an understatement.