Oxfam is preparing to roll out a single global brand identity across its 14 affiliates to create a consistent brand personality and strengthen campaigning.
Each of the 14 organisations has its own branding and identity, but Oxfam wants to develop a “consistent personality” that resonates in each local market.
Plans are still being developed but one of the aims will be to communicate that the charity has a “visionary” policy that works towards a better future.
Oxfam says the move will strengthen its global campaigning efforts by creating a personality and proposition that works on a global scale.
The global identity, due to roll out in the summer, will lead to more centralised global campaigns with individual elements for local markets.