Graphic Design
·
Branding & Identity
—
Social Impact & Development
Client
Pax Politica
Year
2021
Discipline
Graphic Design
,
Branding & Identity
Sector
Social Impact & Development
Stack
Illustrator, Photoshop, After Effects
Pax Politica is a digital storytelling initiative that humanises voices of peace, social justice and human rights. I worked closely with its founder over three months to develop the identity from the initial conversations through to a complete visual system. We began with an affinity diagram and three different mood-board directions before choosing a bold black, white and red approach. I developed the logo through sharp angles and geometry, then extended the direction into typography, photography and layouts for digital and print communication. The final system pairs a framed, angular mark with strong headlines and black-and-white documentary imagery. I delivered the identity, visual collateral and a brand guide so the founder had a consistent language to work with across the initiative's different formats.
The full story — choose a chapter
Context
Process
Outcome
The founder was a colleague working in peacebuilding who wanted to give Pax Politica a clear and recognisable identity. Before drawing a logo, I wanted to understand where the initiative came from, whose stories it would tell and who might read its writing or watch its videos. We discussed the mood and tone of the project, the references he was drawn to and what he wanted people to take away from it. Those conversations became an affinity diagram and a starting point for the visual exploration. The identity needed to carry serious subjects and make room for individual voices. It also had to work across different kinds of communication, from a podcast promotion to a short campaign message or a longer editorial story.
