Client
Diploact
Industry
Non Profit | Public Sector
Skills
brand_strategy | visual_identity | messaging
The Consciousness Battlefield
As everyone focuses on the military battlefield, it is also important to prepare for the consciousness battlefield. Currently, we live in a very challenging time for diplomacy and advocacy, with globalization, social networks, fake news, and AI revolution creating a much more complicated reality than ever before. According to the discourse data in recent years, the number of users and the number of anti-Semitic posts online have increased. This led to our joint effort with Diploact, an advocacy organization that fought against delegitimization of Israel and anti-Semitism, as well as international public opinion. There are two main arenas of Diploact's activities: student training and delegations to campuses around the world, and social media presence where Israeli advocacy is facing a tsunami of lies and misleading information.
Diplomacy in Action
The scope of Israeli advocacy organizations often overlaps and lacks differentiation. In this context, we knew the new brand identity must be charged with energy - it must mobilize motivation, ability, and empowerment to encourage people to initiate and act. Diploact's outstanding advantage and professional engine is its team - experienced and knowledgeable individuals.
The new strategic positioning is based on the people: an advanced active diplomacy team. In essence, the brand is "striving for contact" - we don't wait for things to happen but will make it happen by being active and initiating change. With Diploact, Israeli advocacy goes a step further, tailored to the generation and era.
There is No Impact Without an Act
We began with the logo. To emphasize the strong connection between advocacy and activism, we chose to highlight the point of connection between the words. By tilting the letter "A", we convey forward movement and intensification. Using the "A" in the typography emphasizes important messages, urgency, and necessity. The main brand colors are directly related to Israel's colors, while the secondary colors represent three brand messages: red - an enemy or confrontation; yellow - optimism; green - symbolizes innovation and activity. Using an active grid system, we introduced a new formality that provides movement to the images and text.
