Action Aid Hellas

Action Aid Hellas

by Chiara Aliotta @chiara_10

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The application of the Sidelight graphic element on ads and promotional materials

The anatomy of the Sidelight, the new brand asset of Action Aid Hellas

The different areas of intervention represented by the brandmark

The application of the Sidelight graphic element on Action Aid Hellas annual report

The new identity applied on social media posts

Promotional cards using the new identity of Action Aid Hellas

Active for over 20 years, ActionAid Hellas (AAH) is one of the oldest local branches of ActionAid International. Although it follows the joint mission of the international organisation, AAH has started to recognise the demand for national focus, as Greece can be defined as a country in need.

Looking at their past marketing campaigns, it was unmistakably evident that AAH's communication failed to encapsulate any of the four values of change agreed upon.

We needed something more inspiring and visually compelling, that could represent the values AAH extols within.

I therefore introduced a new graphic element into AAH's existing identity, the Sidelight, around which visual elements would create more dynamic, memorable, and powerful synergy.

Today, the Sidelight is the most distinct and ownable asset of AAH's identity. It represents the ability of the organisation to be an enabler of change.

Finally, the core brand values of 'change' also guide artists to create ad-hoc illustrations for AAH, that allow certain flexibility and consistency.