Children, Incorporated

BACKGROUND: Children, Incorporated is a non-profit organization that provides health, educational, and recreational aid to children in need through a one-to-one giving model, both internationally and domestically.

CHALLENGE: Children, Incorporated felt their logo, messaging, print collateral, and Web site were outdated and not reflective of the children and families they serve. Children, Incorporated approached PUNCH with one main goal—refresh their brand, messaging, communication materials, and Web site to gain the needed support for their unsponsored children.

EXECUTION: PUNCH worked with Children, Incorporated to focus their messaging and define their brand.

PUNCH reviewed the existing strategic plan, and used its intention and direction to lay the groundwork for its design. A large team of designers and creatives discussed concepts and refined designs to illustrate Children, Incorporated’s forward movement, projects, and culture.

In the final logo, abstract shapes, the larger in green and the smaller in blue, echo the colors of the globe, representing Children, Incorporated’s international reach. The intersection between the two figures highlights the emotional bond formed between sponsor and child.

These themes were stylized in later collateral, including an advertising campaign in Style Weekly. PUNCH used statistics about child poverty, rendered in a handwritten font, to narrow in the scope from worldwide to local. Paired with a photo of a child sponsored by Children, Incorporated, the ad impresses on the viewer that sweeping statistics are composed of individual children—whose suffering they can alleviate, one at a time.

IMPACT: Children, Incorporated was overjoyed with their logo, website, identity system, and advertisements, feeling that it expressed their sensibility, charity, and personality. The print advertisement campaign’s goal was to recruit sponsors for the 50 unsponsored children in Richmond. After the ads ran, 50% of the children were paired with new sponsors. The identity system also served to heighten their credibility, as the new look better displayed their capabilities.