Helen Keller Intl. Rebrand

The new visual brand for Helen Keller Intl. moves the organization from giving the appearance of an exclusive focus on international work to reflecting a more balanced and true neutrality on the question of regional focus, allowing programmatic focus to be a sales conversation rather than a brand assertion.

The new visual identity with the new tagline “Continuing Her Work” refocuses the brand on its co-founder and emotional north star. This is motivational for organizational supporters and employees alike.

The simplicity and flexibility of the visual system allows the new symbol to represent the organization's capacity to be the bridge between a problem and its solution as well as act as a metaphor for the way Helen Keller Intl. completes the team or project that is operated on the ground by local stakeholders who are closest to the problems being addressed.

The new brand system is flexible, distinct from all competitors in the category, and effective in supporting their crucial unrestricted giving efforts in the United States where Helen Keller Intl. raises most of its funds.