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Deborah Kenchington, Publishing and Design Manager


Plan International


Because I am a girl – brand guidelines

Plan International is a development and humanitarian organisation that advances children’s rights and equality for girls.

The “Because I am a Girl” campaign is used by Plan to fight gender inequality and promote girls’ rights across the world. The client asked us to strengthen and define the visual brand so that it could be used more effectively by country offices.

We analysed the usage of the brand globally and gathered examples of correct and incorrect usage. Equipped with these illustrations we were able to create comprehensive guidelines offering clear instructions on how the visual identity should be portrayed.

As a consequence, the brand is now implemented more consistently across the globe ensuring its powerful message is delivered with greater impact and clarity.

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