Following a visual brand audit, the decision was taken to reposition Free Tibet as a protest focused organisation valuing anger over rage, frankness not fatalism and solidarity, not sympathy. The centrepiece of the developed brand is the new powerful and urgent logo which contains motifs present in the flag of Tibet and presents a vibrant new colour palette symptomatic of hope and a new dawn for the country’s future.
The new typography partners Beni Bold for headlines with Rubik for body texts to create a sense of hard-hitting ‘matter-of-fact’ tone across materials while assuring legibility and clarity. Moreover, a new photographic direction balances images of defiance displayed by Tibetan people and their supporters with pastoral scenes of the country’s landscape to garner emotive reactions to the oppression of the land and its citizens.
The new, action-focused brand translates to a clean and simplified website that provides users with intuitive journeys on how to find information, get involved with the organisation or donate to their cause. Highlighted feature boxes provide a distinct nature to the latest news stories and a campaign component measures the progress of any given campaign and updates with live signatures to petitions.