Getting people to read past the executive summary
Identity
Challenging perceptions
The Somali Stability Fund (SSF) is an award winning, multi-goverment-donor fund, set up to support the development of a peaceful, stable, and secure Somalia. Aside from delivering complex programmes, in an environment frought with complexity and instability, SSF has to produce a LOT of reports! They are long and technical, but much of the work within is groundbraking and at the leading edge of development work.
They came to us for help expanding on their existing identitiy; to create a design system that was not only befitting of their innovation, but championed the vibrance of a culture that is often obscured by steriotypes and tired corporate branding.
Rooted in culture
We used regional textiles to help build a bold colour pallette that conveys the richness of every day life in Somalia. By digitasing the patterning, we were able to create a suite of designs that fitted together in a modular fashion, and bring individuality to each briefing paper and report that was produced. We also had access to stunning imagery from the African Union Mission in Somalia (AMISOM).
Results
ASI Successfully won
Phase 3
Oral traditions
One elment of Somali traidtion that we found fascinating, was the sharing of proverbs. they were used historically, as a device to share information across long distances without losing the cores message.
In the same way, we used these as part of the design langage; to deliver the overarching message of a piece of content.
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