Brand new thinking for a long-established charity | SPW

The challenge
In 25 years, Students Partnership Worldwide had gone from gap year start-up to big player in youth-led development, but the brand was lagging behind. They needed something that would stand up for itself; edgy enough to talk to young people but serious enough for organisations like the UN.

The thinking
We needed to understand ¬– really understand – what they were all about. And this is what they said: ‘we know that with young people’s energy, anything is possible’.

They give them the training they need to run programmes in their communities, all over the world. We’re talking thousands of young people here – defying expectation, determined to lead and not backing down.

The outcome
‘Restless Development’ tells their story. Its language works around ‘double words’ like [un]inspired and heart[less], that take perceptions of youth and turn them on their head. The black and white identity is confident and no nonsense (just look at their website) and they could own it and reproduce it cheaply. It went down a treat.

The UN Secretariat called up wanting them to be a lead partner in the UN International Year of Youth. Apparently it had never heard of them before…

www.restlessdevelopment.org

Brand book

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