The website is the hub for the entire brand campaign. Hope is central to the message and, as a result, central to the design. The goal of branding the site was to create a positive and uplifting tone. The organic look and feel also helps to convey the grassroots movement. The highly customizable site is available in over 50 languages and includes unique functions such as a 24 hour prayer request section and social networking integration.
We developed the concept and script for a viral video to help spread the word on 12.12, the Global Day of Prayer for the poor and suffering. The introspective concept forces the viewer to ask the question “What does your heart beat for?” In order to realize a concept of this nature, we teamed up with award-winning motion designer and digital artist Barton Damer. For the custom musical score, we worked with producer, composer and electronic wizard Matt Stanfield, who also provided the voice over work. It’s always a joy to collaborate with incredible talent, and this was no exception. Barton’s incredible vision combined with Matt’s inspiring score created a stunning result.
Logo, Icons and Color System
We teamed up with design guru Matt Lehman on the branding and the creation of a beautiful set of icons representing 12 points of prayer for the poor and suffering. With hope as a central theme it was essential that the logo convey an uplifting and hopeful tone. The hand can be seen as raised or represent the profile of a hand in prayer. The bubble is a representation of the prayers for the poor and suffering. The water drop was chosen as the primary mark to represent rain, renewal and can even be representative as a “P”.
We opted for a vibrant color palette that would integrate seamlessly with the icons and give each point distinction. The 12 points are God’s Workers, God’s Power, God’s Love, Salvation, Justice, Safety, Water, Food, Shelter, Healthcare, Education and Employment.
Integrated Icon Development
The bubble icon was developed with the unique flexibility to integrate various interior elements such as photography.
Vivid, inspiring photography plays an essential role in the Pray for Hope campaign. We provided many of the international photos seen in the material and also teamed up with photographer Ami Vitale, recently named one of the top magazine photographers in the world. Ami’s photographs have appeared in outlets TIME, Newsweek, National Geographic and The New York Times.
Print and Collateral Material
In addition to developing the branding, website and multimedia elements, we also created a wide range of print and collateral material including brochures, bookmarks, books and posters that matched the overall tone of the campaign.
Global Day of Prayer for the Poor and Suffering
We helped develop and brand additional material for 12.12, which is the cornerstone of the Pray for Hope campaign. The idea is to continue to put an emphasis on 12.12 (December 12th) and help to brand it permanently around the world as the Global Day of Prayer for the Poor and Suffering.