Data & evidence to end extreme poverty

One of the United Nations Sustainable Development Goals is to end extreme poverty by 2030. Global extreme poverty rose in 2020 for the first time in 20 years. The Covid-19 pandemic means new strategies are needed to meet this goal.

I was approached to create a brand identity for DEEP (Data & Evidence to End Extreme Poverty) by Oxford Policy Management. Funded by the UK Foreign, Commonwealth and Development Office, and in partnership with the World Bank, DEEP is a seven-year research programme that aims to generate high-quality evidence on what extreme poverty is and how it can be eliminated.

Approach

Working with pen and paper I was able to quickly express a broad range of ideas for an initial logo design. As the final logo was beginning to take shape a strategy for the brand was developed.

Strategy

Consulting with the client I was able to get a strong understanding of the programme's initial audience. Through this, a brand promise was developed. This led to the design of 'the brand idea' which I use as a basis to create design elements (colour, typography etc). Once these elements are in place, Key Touch Points are created to test the new design against the brand promise. Once set a rigorous set of brand guidelines was created.

Key Touch Points

A strong range of templates were designed for this start seven-year programme. These include an explainer video, Powerpoint, Policy Brief, Working Papers, leaflets, etc.

Website consultation

To launch DEEP in time a website was developed in tandem with the brand development. I provided consultation to help explain how the brand was taking shape, provided a UI design style, and helped create various assets for the site.

VISIT

I worked with Phil on the development of the brand architecture for our project, including developing brand guidelines and a “look and feel” for the identity, as well as key assets and materials as we began to implement the brand – from PowerPoints and leaflets to an explainer video. Phil is responsive, patient, and flexible, always on top of things, and able to provide direction and feedback that helps inform thinking. I highly recommend his services!

Lizzie Shannon-Little

Head of Communications and Marketing
OXFORD POLICY MANAGEMENT

Client:

WORLD BANK

Project Management:

OXFORD POLICY MANAGEMENT

Year:

2021

Designer:

PHILIP APPLETON

Website:

PGA BRANDING