The client
ECID (Evidence and Collaboration for Inclusive Development) is a UK Aid-funded programme, delivered by Christian Aid, a large UK-based NGO, but run as a consortium by a number of charitable organisations.
The brief
The ECID programme supports three strategic objectives: improve access to services and participation in decision-making for key target groups; increased effectiveness of civil society and other actors at all levels to address the priorities of key target groups; and greater accountability and responsiveness of power holders to the priorities of key target groups.
The programme will test new ways of gathering and sharing data to engage a range of stakeholders and will foster collaboration to address the priorities of communities, particularly marginalised groups. It will contribute to the strengthening of sustainable national evidence in each country and increase funding for emerging priorities.
Audience
The governments (local and national) of Myanmar, Zimbabwe and Nigeria as well as the development sector (international and national NGOs), development research institutions and donors including DFID. The brief stated that the audience should:
Think:
That they understand they can access information on the most marginalised and trust that the data is robust and informs the work of development agencies, donors.
Feel:
Inspired to learn – through the data gathered, about the needs of the most marginalised
Do:
To influence decision makers to support the most marginalised in the above countries based on the data presented to them and their needs.
To share learning on how this data is working in each of the countries.
Initial ideas
The gathering of data and the work that would be done as a result was an important aspect of ECID’s work that I felt should be represented in the branding. My initial ideas (shown below) aimed to do this.
Development
The route which I felt worked best is top left, as I felt it most successfully depicted the idea of gathering information from disparate, rural communities. The coloured dots could represent different types of people; families, women with young children, communities with disabled people, etc.
I then developed the idea, with a rationalisation of the colours, based on feedback, and also producing a small-use version which used the acronym.
A further round of colour and typographic development was undertaken that was then approved.
After the logo was finalised, I was able to create the guidelines. The branding would be used by external partners in the three participating countries of Nigeria, Zimbabwe and Myanmar, so it was extremely important that they were straight-forward and easily understandable for people who may not have any design experience.
Communications’ materials
With an understanding that the budget for design was extremely limited, it was important to equip my clients with as many visual assets that were easy to use as possible. After creating a simple but effective visual brand, and a comprehensive set of guidelines, I was able to produce a suite of products including infographics that could be adapted by clients when needed.
My work on the ECID website can be seen here.
Leave a Reply