With its diverse range of activities, Ramon Aboitiz Foundation Inc (RAFI) faced a challenge in communicating what it did in a clear & simple manner. We helped translate its philosophy “Touching People, Shaping the Future” into a compelling brand promise that also reinforced its image as a comprehensive social development partner for communities, government agencies & other NGOs.
Marketing & Communications
We refreshed the brand’s visual & verbal identity, & a communications system implemented to promote consistency at both corporate & operational levels. The website was re-designed to incorporate a flexible menu system that allowed users to search for the Foundation’s offering by area of activity or by capability.
People & Culture
Workshops were conducted to engage staff in using the brand promise to ideate future programmes & initiatives to strengthen internal capabilities.
Products & Services
10 areas of activities were consolidated into 5 strategic areas of focus & branded initiatives were more closely aligned with the master-brand.