Rebranding for the most vulnerable people
It's not an easy task to take on an international brand and redesign it. This is even more true when you are aware of how much the brand plays a role for the poorest people on earth.
Star of Hope is a development organization that works on the basis of the UN Declaration of Human Rights and the Christian values which all people have the same rights and dignity, regardless of their social, ethnic or religious affiliation. Star of Hope believes that every child born in this world has the right to a good start in life.
During my discussions with the Director of Star of Hope, Lennart Ericsson, I learnt that many things have changed over the years for the NGO. Lennart taught me about the different stages they have been through. How Star of Hope evolved from providing help and a solid foundation to poor families to actually build schools and empower communities all over the world through humanitarian projects. Concretely, the social change is done through education, health care and nutritious food. For how can a man be able to make independent choices and influence their situation if he or she is starving, sick or can not read the newspapers?
It was Lennart's father, Erik Gunnar Eriksson, that founded Star of Hope in the late 70s in a swedish village called Kärrsjö. Erik was a Christian evangelist and he travelled the world to help families and children living in poverty. To provide help in a more structured way and increase the impact Erik saw the opportunity to start an NGO which became Hoppets Stjärna (in english Star of Hope).
Star of Hope provide education, nutritious food and health services to more than 30 000 children everyday
Back in the 70-80s, Star of Hope was only a small organization but it grew rapidly through generous donations from people to become a well-known and respected international humanitarian relief organization. Star of Hope is currently active in 12 countries and on 4 continents. The NGO have offered humanitarian relief and assistance in more than 50 major and minor natural distasters world-wide. Among these distasters can be mentioned the earthquake in Haiti and the typhoons in Philippines.
Star of Hope recieve most of it's funding from people giving monthly sponsorships. In Sweden we call it "fadderskap" when the NGO connect you with a child or family that will receive your help.
Another income are "company packages" of different sizes. These packages include one "fadderskap" and materials (moneybox, brochures etc.) that will help companies collect donations for the NGO.
I designed flyers and brochures for the purpose above which you can see an example on here below. The brochures are straight forward, explaining the different types of fadderskap and how your money will be used for each, including the monthly amount you as a donor agree to give every month. Depending on the fadderskap the donor will be informed about either a project or the situation of a child or family.
After accounting for the costs of changing the brand worldwide it was obvious that it was too costly. Lennart Eriksson enjoyed my design proposal but he insisted that Star of Hope couldn't afford the change. The cost wouldn't be arbitrary for the NGO which is totally understandable.
The donated money must go to what is most important and that is of course helping children.