XtraOrdinary Women is a badass NGO that empowers Nicaraguan women at risk through skill training, psychosocial support, and job placement programs. However, they had a hard time communicating what, how and why they do what they do. That is where Madre came in.
For their 10th Anniversary, we developed a new brand strategy: new name, new visual brand identity, and communications guideline. The unpopular ‘Earth Education Project’ became the powerful XtraOrdinary Women. Taking the participants into account, the brand was conceived as bilingual. They were now able to pronounce the organization’s name: Mujeres XtraOrdinarias. Furthermore, they were now extraordinarily proud to be a part of the program!
In their 10 years of experience, XtraOrdinary Women has empowered more than 235 successful program graduates, positively changing more than 1,000 lives. Most of the women that participate in the program live in ‘La Chureca’, Central America’s biggest landfill, and before the program, they lived in extreme poverty and made their living out of collecting trash. However, with their original brand, they lacked engagement and recognition. We were able to excite institutional donors, make it cool to support for allies and most importantly, make it attractive and easy to understand for participants.
CREDIT
- Agency/Creative: Madre Consulting
- Article Title: Empowerment to Change Lives
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Nicaragua
- Market Region: Multiple Regions
- Project Deliverables: Brand Architecture, Brand Design, Brand Guidelines, Brand Identity, Brand Naming, Brand Redesign, Brand Refinement, Brand Strategy, Branding, Graphic Design, Identity System, Photography, Product Architecture, Product Naming, Rebranding, Research, Tone of Voice
- Industry: Non-Profit
- Keywords: organization, non-governmental, self-help, nongovernmental organization, volunteeer, ngos, nonprofit organization, voluntary sector, non-profit organization, activist, nonprofist, civil soicety, funded, charity, enpowerment, human rights, nongovernment, Nicaragua, non-profit, nonprofit, Education, family, enpowerment
