The DEC was set up more than 45 years ago to allow organisations to fund-raise collectively at times of crisis. It also allows major broadcasters to make televised appeals for a group of charities, rather than singling out one in particular.
The DEC currently comprises 14 aid agencies, including the British Red Cross, Save the Children and Oxfam.
The organisation has generally only been visible at times of major crisis, with the last appeal coming in the aftermath of the Haiti earthquake in 2010.
Johnson Banks has been working on the branding project since summer 2011. Johnson Banks founder Michael Johnson says, ‘Part of our task was to corral 14 agencies and the DEC to move in the same direction – so working for 15 clients.’
The consultancy had to create a way for the DEC to clearly state its purpose while still recognising its constituent parts. It also had to enable the DEC to create more impact during an appeal, while also allowing member agencies to fundraise on their own behalf.
Johnson Banks developed a brand based around a system of concentric, ‘seismic’ rings. The consultancy says this ‘imparts urgency to the DEC and also, crucially, makes a powerful link to each individual appeal’.
The brand is developed around the core idea of ‘together we’re stronger’.
The brand can be adapted to individual crises such as the Syria Crisis Appeal and can also be used by the individual charities involved in the DEC.
The idea of concentric rings can also by used across all the DEC’s materials as a unifying graphic device.
Johnson Banks says, ‘This is a unique branding project since the DEC is only in the public eye for short amounts of time.’ Appeals typically last for 10-14 days, with a fundraising period lasting for around six months.
The consultancy says, ‘In time, over the course of several years and appeals, it’s hoped that the increased recognition of the new brand will help the DEC raise even larger sums of money for disasters all over the world.’
The DEC Syria Crisis Appeal website can be seen here.