how do you solve a problem like oxfam?

In 2022, Oxfam was in a very precarious place - not only were its stores plastered with photos that spoke to an outdated White Saviour mentality, but it was still suffering from an international scandal that had mired public perception of the charity. We were asked to pitch on a brand refresh that could move audiences past the news stories of 2017, and encourage potential donors to trust in Oxfam once again. Which was tricky, as we shared that negative sentiment.

owning the uncomfortable truth

We came up with a comprehensive new brand story and identity for Oxfam that not only recognised the damage done by those previously in power within the organisation, we made it a central part of our response. Poverty isn’t something that happens far away, to ‘other’ people - poverty affects everyone. We’re all part of the system that enables the already powerful at the expense of those in need - and we see that in the current cost of living crisis, or in the environment that allowed senior figures in Oxfam to abuse their privileges for personal gain.

Summed up by the campaign line ‘There is no them, just us’, this bold new positioning was embraced by Oxfam, who asked us to help implement the thinking at an organisational level.