- AIDA
Evolving AIDA’s Brand Identity While Preserving Its Legacy
Overview
The Association of International Development Agencies (AIDA) plays a crucial role in coordinating humanitarian and development efforts in Palestine. When tasked with revitalizing AIDA’s brand identity, I faced a unique challenge: preserving the essence of the existing brand while modernizing its visual identity to align with the organization’s evolving mission.
Rather than diving straight into design, I prioritized creative exercises, research, and conceptual exploration to ensure that the new identity remained rooted in AIDA’s legacy while achieving a more refined, impactful, and modern presence.
Approach
1. Understanding the Legacy & Defining the Creative Direction
Before beginning the design process, I conducted in-depth creative exercises to deeply understand AIDA’s history, values, and the emotional connection tied to its existing brand identity. Key steps included:
- Analyzing the old branding – Identifying the visual elements that resonated most with stakeholders and the wider humanitarian community.
- Workshopping creative concepts – Exploring themes, color psychology, and typography that could maintain AIDA’s recognition while enhancing clarity and professionalism.
- Engaging with stakeholders – Gathering insights to ensure the new identity felt familiar yet forward-looking.
2. Brand Evolution: Balancing Familiarity with Modernization
With a strong foundation from the discovery phase, I developed a refreshed brand identity that respected the past while elevating AIDA’s impact and visibility. This involved:
- Retaining core elements – Keeping essential aspects of the old branding, such as color tones and structural elements, to maintain recognition.
- Modernizing typography & layout – Introducing cleaner, more readable fonts and a structured design approach to enhance professionalism.
- Refreshing the color palette – Enhancing colors to create a more vibrant yet authoritative presence.
- Refining the logo & iconography – Subtly reshaping elements to improve clarity and adaptability across digital and print media.
3. Creating a Cohesive & Versatile Brand System
Beyond just a logo update, I ensured that the entire brand ecosystem was refreshed while maintaining consistency, including:
- Website & digital assets – A streamlined, user-friendly web presence that aligned with the new branding.
- Branded reports & publications – Designing templates for advocacy materials, ensuring a polished and authoritative look.
- Social media & visual guidelines – Establishing a consistent framework for AIDA’s digital presence.
Results
The rebranded AIDA identity successfully bridges its past with a more dynamic and future-ready presence. Key outcomes included:
- A seamless transition from the old branding to a refreshed identity, maintaining stakeholder trust.
- A modernized yet recognizable look, ensuring AIDA stands out while retaining its credibility.
- Enhanced readability and usability, particularly across digital platforms and advocacy materials.
Conclusion
This project was more than just a rebranding exercise—it was about honoring AIDA’s legacy while positioning it for greater impact. By dedicating time to creative exploration before execution, I ensured that the final brand evolution felt authentic, familiar, and forward-thinking, equipping AIDA with a refined identity that strengthens its humanitarian mission.
