Adapting to changing times
As people are becoming more aware and receptive to the refugee crisis, the political environment has become increasingly hostile. Refugee Action continues to adapt to the changing times, working in a highly charged climate to be relevant in the space. Since having new strategic objectives, mission and values, they needed a new brand identity that is reflective of their organisation; one that resonates with the team as well as the refugees and people seeking asylum. They were looking for a bold and emotive identity that would inspire people to back the cause.
A Brand with Unrelenting Dedication
We started by spending time with Refugee Action. We shadowed them for a day in their Manchester office, followed case workers for home visits, and spoke to more than 20 internal and external stakeholders. What we found most striking about the organisation was their unrelenting dedication. Whether it was finding a solicitor, a shelter, or preparing a person seeking asylum for an interview with the Home Office, Refugee Action did it all with a fiery drive.
We distilled this finding into their new brand. We injected urgency and passion into their tone of voice and introduced type repetition to represent the persistent effort of both the organisation and their beneficiaries. We also developed a new colouring system where each primary colour signified one key aspect of their work.
Stand Up for Asylum
People seeking asylum have limited access to legal aid and are often ill-equipped to face such an unforgiving system. It is dehumanising and leaves people feeling passive and powerless.
Following the new brand, we created the ‘Stand Up For Asylum’ campaign. It reminds people of the true meaning of ‘asylum’ — encouraging them to see people seeking asylum for what they are: people like themselves looking for a safe place to call home. We asked people to stand up and call on the government to change the system.
Change in Motion
There have been 67,000 petition signatures to date for Lift the Ban and 6,500 total campaign actions taken under Stand Up For Asylum.
