Design Bridge has created the identity for international charity Dance 4 Life, which aims to tackle Aids and HIV.
Dance 4 Life, the official youth campaign of the World Aids Campaign, was founded in the Netherlands in 2004. It takes elements of youth culture, such as music and dance, and uses them to educate young people and inspire them to take action.
Design Bridge was appointed directly just over a year ago, according to group creative director Graham Shearsby. He says the consultancy won the contract through reputation, after designing brand identities such as one for the Uefa Champions League.
He says, ‘We needed to bring a real heavyweight brand identity thinking to the project, as well as producing something that really connected with the target audience – children. ‘We created a kit of parts, to which the speech bubble and the “4” are essential, that can be used in other Dance 4 Life programmes, such as Schools 4 Life.’
Eveline Aendekerk, managing director of Dance 4 Life International, says, ‘It is imperative as part of Dance 4 Life’s mission, for young people to be able to really connect with the brand.
‘This will give them a strong sense of belonging to a global youth movement that is positive and fun, empowering them to change their lives and those of the people around them.’
The new identity is being launched initially in the Netherlands, Germany and Serbia, before being rolled out across the rest of Europe, including the UK, Asia, Africa, and the Americas.
The charity aims to have a presence in 28 countries by the end of the year.