Making shifted childhood realities visible
Branding
Creative Concept
Content Creation
Website
Anna Benda
Creative Director
Raphael Berthold
Art Director
Stefanie Schönlieb
Account Director
Rosa Zappella
Creative Concepter & Copywriter
Victoria Kozich
Visual Designer
What happens when children have to take on responsibility too early, go without the things they need, and navigate a world that feels out of balance? For Österreichische Kinderhilfe (Austrian Children’s Aid), we developed a new identity that brings these distorted childhood realities into focus.
A visual identity that had fallen out of time after 25 years, no digital visibility, and no real brand to speak of – where do you even begin?
Right at the beginning. The task was to create a brand identity that would establish the historically rooted ladybird as a distinctive brand element. It also needed a strong communication idea that could put child poverty at the centre and remain relevant for years to come. And finally, a website that would help build trust, support donations, and allow the organisation to grow and evolve flexibly over time.
We make visible what often remains unseen: how child poverty turns everything upside down.
Our concept places the lived reality of affected children at the centre. A reality in which the usual order of things is turned on its head: roles, expectations, opportunities. We embed this shifted reality typographically into the brand – and make it visible and audible across different applications.
As much as we love the 2000s, it was time to bring Österreichische Kinderhilfe into the here and now.
