Land of Hope

Land of Hope
NGO
Brand Experience Design
Sara Marie Alvad
+4522498343sara.alvad@1508.dk

DINNødhjælp aimed to rebrand their identity and establish a more robust international presence reflective of the organization's scale and mission. We developed a new brand platform and visual identity, now known as Land of Hope.

A positive narrative in the fight against superstition

In 2014, DINNødhjælp founder Anja Ringgren Lovén established one of Africa's largest children's centers. The organization's mission evolved from a single enthusiast's vision to a professional entity, aiming to shift focus from Anja to its work in Nigeria. Additionally they seeked to reframe the negative "witch children" label as a socio-political issue rooted in uninformed superstition.

A powerful identity serving a greater purpose

We developed a new brand platform and visual identity under the name “Land of Hope” establishing the organization’s work as a positive story of hope, love, and life rather than a negative story of despair and death.

To emphasize Land of Hope's work and mission, the name also received a powerful tagline: United Against Superstition. It was all developed based on three core values for the overall brand: Care, Protection, and Education. Values that are both strong and robust but also loving and caring.

Scandinavian minimalism and African heritage

We developed a new name, logo, visual identity with vibrant icons, a brand book called "Book of Hope," diverse merchandise, and an appealing website for a unified experience. The brand book distills strategic efforts, ensuring a consistent vision, with a visual identity showcasing 10 symbols inspired by Scandinavian minimalism, African heritage, and drawings from the Akwa Ibom children's center, blending modernity and timelessness.

Awards

Land of Hope’s new brand identity won a Red Dot Award in 2020. The award is given for the creation of a strong international profile. The project won two Red Dot Awards in the category Corporate Design & Identity and Brand & Identity.

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