El diálogo: símbolo de lucha por los derechos humanos
Ciutats Defensores dels Drets Humans Rebranding
Actions:
Brand system design
Visual identity creation
Toolkit development
Copywriting consultancy
Website creation
We created a recognizable and accessible visual identity for the rebranding of Ciutats Defensores dels Drets Humans (Defending Cities of Human Rights), moving away from the common places associated with this type of organization.
Through the network of city councils and other institutions that form the organization, CDDH promotes the defense of human rights in Catalonia and makes visible the work of people who fight for them in all corners of the planet.
That is why the main concept of the new brand and the basic idea of its communication and activity is dialogue, understood as the most powerful tool at our disposal to promote change where it is most needed.
Ciutats Defensores dels Drets Humans is an association whose objectives are to support all people who defend human rights and educate on the need to denounce the persecution suffered by human rights defenders around the world.
CDDH is made up of city councils, entities, and institutions from Catalonia. Together they act to raise awareness among citizens about the importance of this cause, and influence politics and society through education.
The association presented us with one of the most complex challenges we have ever tackled: creating the new corporate identity for the project and coordinating the consensus of twenty-seven city councils during the process.
This involved listening to a large number of voices to create a brand image that would function as a loudspeaker for many more. It also meant defining guidelines that would allow those voices to take an active part in the creativity and ideation phases of the project.
The idea that structured the new brand’s identity project was dialogue. Human rights are a construction that, over the centuries, people have built through their struggle; a struggle that continues in the present. Human beings have learned to question everything, and thanks to this have managed to recognize the rights inherent to every person, regardless of their nationality, gender, ethnic or national origin, color, religion, or culture.
Dialogue represents the freedom to question and propose, and connects with empathy, the engine of understanding. It is the signal that marks the path to follow.
The development of the new identity also included a brand system with responsive versions of the logo, fonts, illustrations, and compositions, designed so that the association itself could create its corporate products independently.
We also created a website with messages adapted to CDDH’s audiences. With clear and accessible language, we made the organization feel more approachable and better able to convey its approach, value proposition, and project to city councils and educational centers that want to join the project or include it in their programs.
We also created a website with messages adapted to CDDH’s audiences. With clear and accessible language, we made the organization feel more approachable and better able to convey its approach, value proposition, and project to city councils and educational centers that want to join the project or include it in their programs.
