21st century power and the people
After 45 years of radical campaigning, it was time to find what changed, and what really mattered, about a movement fighting for an end to poverty on a global scale.
World Development Movement (WDM) fought for justice for the world’s poor for more than forty years.
Dealing in both policy research and direct action protest, WDM strove to expose the root causes of poverty and make big business and governments accountable for their impacts across the world.
It helped stop international ‘free trade’ agreements that would have swept aside workers’ rights and environmental protections. It was a major presence on the streets during the anti capitalist protests of the late 90s. It was one of the founders of Fairtrade.
But the discourse around global politics has moved a long way since its foundation. It’s no longer The West versus the rest, or North versus South. It’s about international corporate interests and global elites threatening the wellbeing of the vast majority of people and the natural world.
And for many, ‘development’ has become associated with big government projects and a neoliberal agenda. It’s treated with great scepticism by some of the very organisations with which WDM seek to build alliances.
The challenges
WDM needed a new way to present itself and its ongoing radical role in this new political landscape.
It needed to be an identity that helped WDM’s staff connect more easily with potential grassroots allies around the world, as well as people on the street in the UK who they approach with their messages.
And for a passionate and vocal membership of long-time activists and supporters around the UK, it needed to be something that maintained the organisation’s credibility without ‘dumbing down’.
When speaking to people here in the UK and new allies across the world, it has become increasingly clear that our old name just doesn’t explain who we are and what we do.
– Nick Dearden, Director, Global Justice Now
Neo worked with WDM to figure out the corners of this complex field. We explored the appetite for change among supporters and friends, and asked where it could find a distinctive position amongst the many new and established campaign groups fighting against debt, tax avoidance, austerity and other strands of ‘economic justice’.
We facilitated an away day with the whole staff team and trustees, and speaking one-to-one with funders, partners and critics. And we canvassed opinion from member groups around the UK. These are some of the smartest and most articulate people around, delivering diverse — often sceptical — opinions, particularly on the value of investing in brand identity.
With the project team, we helped to navigate the process around consulting with the membership and gathering the support required to change the name of the organisation.
“After speaking to people here in the UK and new allies across the world, it has become increasingly clear that our old name just doesn’t explain who we are and what we do,” said director Nick Dearden.
Crafting an identity
The new identity is an opportunity to draw a line and say we’re going to do things differently.
– Polly Jones, Head of Policy & Campaigns, Global Justice Now
Collaboratively, we arrived at Global Justice Now as a new name for the organisation. It’s a name that positions the organisation clearly by its core work, and reflects the direct way it addresses the big economic issues of the world.
With a new, simpler articulation of its core purpose, Global Justice Now found an effective way of talking about its work that avoids jargon, and draws more on the bold tone of its campaign work.
Visual balance
Visually, we wanted to strike a balance: to evoke the injustice of inequality, the credibility of their thinking on economic matters, and the power of action.
We crafted an identity with a new, contemporary typeface, a strong, expansive colour palette and a suite of textured graphics that can be toned up or down depending on the context.
The new logo moves them away from the old brand’s ‘Panorama globe’ take on global poverty, and references financialisation and inequality in the 21st century.
Its shape is smart and sharp, while added texture speaks of the organisation’s strong legacy as a campaigning organisation and a people-powered movement.
Following the initial project, we applied the branding to the supporter magazine, which relaunched as Ninety-Nine. It now offers a more striking and contemporary vehicle for news and reflection on the progress of economic justice campaigns in the UK and across the world.
Again, the balance of sharpness and texture was an anchor for us as we created the look and feel of the publication.
A movement transformed
Overwhelmingly our supporters and our members felt that we got the engagement right. Which is amazing. How easy it would have been to have got that wrong.
– Polly Jones, Head of Policy & Campaigns, Global Justice Now
Membership surged as the organisation relaunched. In the first six months, more new members joined Global Justice than in all the previous year for World Development Movement.
Also, two new regional groups were created, and support for the campaign to Stop TTIP exceeded its targets. And from the organisation’s independent-minded and often long-serving supporter base, there’s been a notable absence of complaints.
“The new identity is an opportunity to draw a line and say we’re going to do things differently,” said Polly Jones, head of policy & campaigns.
“Overwhelmingly our supporters and our members felt that we got the engagement right. Which is amazing. How easy it would have been to have got that wrong.”
Working with a group as radical, committed and thought-provoking as Global Justice Now, to bring it to new audiences and revitalise its impact, has been a privilege. This movement matters, now more than ever.
