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The United Nations International Fund for Agricultural Development (IFAD) required an outreach initiative to appeal to rural youth, who represent the next generation of food providers.
I co-conceived Our Future is Here as a bright and dynamic sub-brand, celebrating youthful innovation, optimism and energy. The visual identity served as a campaign bedrock and statement of intent. It effectively helped recruit several prominent influencers.
Next came the first major campaign of the subbrand: The hugely successful #DanceforChange challenge.
Client
United Nations International Fund for Agricultural Development (IFAD)
Date
January 2019
Services
Strategy
Digital Design
Branding
Design Systems
Creative Direction
Illustration/Icons
Video-Motion
The visual identity is built on a palette of vivid colours with preferred combinations.
Key graphic elements include a 4 by 4 grid and a square sliced in half by a 45 degree angle, as well as a host of dynamic icons celebrating agri-preneurship.
The typeface IBM Plex Sans in bold and medium weights provides a spirit of contemporary innovation appropriate to the brand.
The brand was then applied to key messages and photography to result in graphic and motion cards for outreach on social media platforms.
The visual identity was extended to motion graphics and audio, including a series of youth profile videos that were re-edited to be quicker and include new, hipper music and animated, on-brand end slates.
Thi Tao is mixing traditional methods with new technology to expand her tea production business in #Vietnam.
— UN Women Viet Nam (@unwomenvietnam) August 28, 2019
Meet the next generation of agripreneurs working to transform our food systems. via IFAD
➡️ https://t.co/DKZwfpcwqB#31daysofYOUth #Youth2030 pic.twitter.com/VgHSZQZCwe
Meet the next generation of agripreneurs working to transform our food systems.
— UN DESA (@UNDESA) August 13, 2019
Check out @IFAD's https://t.co/hcoVtAUmUMpic.twitter.com/KsbdHDpjXK
#RT @UN: RT @IFAD: Buying farm supplies with e-vouchers has allowed Sharon to expand her agri-business, save money and pay school fees in #Kenya.
— Veer Foundation (@FoundationVeer) August 16, 2019
Meet the next generation of agripreneurs working to transform our food systems. #31daysofYOUth #Youth2030… pic.twitter.com/31V1Cr4wlf