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Muslim Aid


Creative Direction & Art Direction



Muslim Aid draws upon a rich heritage of social action and working with various communities to improve the lives of others in need. 


Rainbow Family are one of Muslim Aid's flagship programmes in that they provide support in the form of sponsorships for over 5,500 vulnerable children across 17 countries around the world.

Collaborating with brand agency ONE, to re-imagine the Rainbow Family identity system and visual assets across all their comms.  

A core requirement of the art direction was to ensure that the programmes’ values - Compassion / Action / Respect stand out across all of the design work.

We produced a library of illustrated graphics for use across their brand communications that would sit in harmony with the new logo and full bleed photography. 

We developed a set of characters based on profiles accumulated from case studies provided to us by the client with a representative cross section of our demographic. Once we had written personas for each of the kids we designed real character - each with their own story to tell.

The Illustrated Asset Library includes -

- a set of iconography
- infographics
- 8 characters
- world map

The final graphics were used across online comms, POS and for the brochure which was distributed at schools and community centres across the UK and Europe.










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