Eliya For Blind Children Design & Branding 250 LOGOS by DraftFCB Tel Aviv


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Israel
Agency DraftFCB Tel Aviv
Director Omer Bublil
Art Director Kobi Barki, Tomer Ciubotaru
Copywriter Tomer Ciubotaru
Producer Eti Naaman, Sasi Bar, Shiran Bar
Released April 2012

Credits & Description

Category: Logo Design
Executive Creative Director: Kobi Barki (Draftfcb/Shimoni Finkelstein Barki)
Creative Director: Kobi Barki (Draftfcb/Shimoni Finkelstein Barki)
Copywriter: Kobi Barki/Tomer Ciubotaru (Draftfcb/Shimoni Finkelstein Barki)
Art Director: Kobi Barki/Tomer Ciubotaru (Draftfcb/Shimoni Finkelstein Barki)
Group Account Director: Yosefa Galante (Draftfcb/Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb/Shimoni Finkelstein Barki)
Producer: Sasi Bar/Shiran Bar (Bunker Production And Post)
Director: Omer Bublil
Cameraman: Amnon Haas
Sound Design/Arrangement: (Signal Sound)
Media placement: TV Campaign - National Geographic Channel - 22 April 2012
Media placement: Radio Campaign - Shapa Network - 22 April 2012
Media placement: Newsletter - ELIYA's donors - 22 April 2012

Describe the brief from the client
ELIYA is an Israeli charity providing preschool education for blind and visually impaired children. Celebrating 30 years, they wanted to develop a new corporate identity, drive donations and promote their annual fundraising event.

Describe the challenges and key objectives
Our goal was to create a corporate identity in tune with the charity's vision that all target audiences (internal and external) could truly identify with. One of our key challenges was how to reconcile the paradox of a logo for the blind and visually impaired.

Describe how you arrived at the final design
We began by breaking two cardinal rules of logo design:
1) A logo must have a visual form.
2) An organization must have one official logo.

We invited the 250 kids attending ELIYA's preschool to tell us how they imagine their ideal logo. Using words and facial expressions, they described numerous imaginary logos - each with a unique set of colors, texture and form. We filmed and recorded a selection of these children describing their logo design. These "logo stories" which became the charity’s new corporate identity were broadcast on TV and played on the radio.

Give some indication of how successful the outcome was in the market
By taking the characteristics of what a logo is and deconstructing the process, we proved a logo is an open platform. That it can in fact take on a dynamic non visual form and can be converted into a language that is both personal and collective.

While the new identity received enthusiastic feedback from outside the visually impaired community, it more importantly created a corporate identity everyone in the charity could identify with, especially the blind and visually impaired children.

Within 1 week, ELIYA sold 400 tickets to its annual fundraiser (50% of the total tickets).