Rethinking what it means to be committed to good
Logo
The CTG brand identity was inspired by the continuing and spreading results of an event or action.
Type and colour
To create typographic balance we selected three typefaces with varrying impact in order to create visually powerful communications. We selected core colours that respresent Peace, Passion, Prosperity and Protection – the four pillars that drives the brand forward.
Visual language
For the visual language we evolved the concept of the ‘ripple effect’ so that it could be used in a number of creative ways.
Adding a digital touch
We wanted to craft a digital landscape that mirrored the essence of CTG. Our content strategy focused on the lasting effects of CTG and the individuals responsible for it by zeroing in on their experiences on the ground. We created a section specifically dedicated to this, called ‘Stories from the field’. This particular strategy was used to fulfil one of CTGs key objectives; recruiting talent who wants to be at the forefront of change. Staff support is another focus point and supplies staff with valuable content necessary when working in conflict territories.
