InspirAction was set up as the international division of Christian Aid in 2009. Taylor McKenzie, in collaboration with ThinkCS, were asked to design the logo and full identity guidelines.
Christian Aid were clear about the ‘look and feel’ – urgent, young, unflinchingly honest. InspirAction’s approach to campaigning is social mobilisation – taking to the streets, engaging people in online social networks through blogs, viral activity, online actions and petitions, and at community events. We designed a logo that reflects the Christian Aid logo but also suggests the urgent, challenging ethos of the international division.
We then produced full corporate guidelines. These guidelines needed to be very flexible to allow for the spontaneity required. We developed a distinctive graphic style which could be created quickly and effectively by local groups.