Ipso (International Psychosocial Organization)
Germany, Afghanistan

Ipso gGmbH – International Psychosocial Organisation is a humanitarian not-for-profit organization based in Germany and Afghanistan specializing in mental health and psychosocial support services, and sociocultural dialog to promote peace and social cohesion.

Startling Brands NGO Nonprofit Branding Visual Identity Berlin Germany Ipso International Psychosocial Organization

Everyone deserves
a meaningful life


Ipso provides free access to psychosocial counseling for people living in conflict zones in Syria, Afghanistan, Jordan, and Ukraine. The organization also offers its services to refugees in Germany and those who were expatriated from Germany back to Afghanistan.

We partnered with Ipso in 2020 to deliver a full-scale rebranding solution that enabled Ipso to expand its reach.

Before
After

Startling Brands NGO Nonprofit Branding Visual Identity Berlin Germany Ipso International Psychosocial Organization

Design built on a culturally sensitive brand strategy


As the organization operates in both Germany and Afghanistan, Ipso needed a rebranding strategy comprising visual identity solutions that respected the connotation and complexity of cultural differences both in and outside the organization.

As Ipso has a vast network of offices, its visual identity also needed to be simple and flexible enough to give its staff members the necessary tools to create their desired brand applications independently

Conveying the universal
value of a smile


The “smile” became an essential, gender-neutral, and culturally neutral visual element for the Ipso brand. It represents the organization’s brand promise, “Everyone deserves a meaningful life”, using the most human, universally understood expression of joy, contentment, and peace. It became a useful storytelling device, bridging the gap between imagery and text while elevating the messaging with warm and positive feelings.

Heartwarming solutions strengthening trust

The blend of playfulness and formality in our branding solution also helped to strengthen Ipso’s credibility within a rather formal German institutional funding network. It enabled the organization to extend its reach, promoting mental healthcare access to everyone facing difficult times in the fast-moving, competitive, challenging, and uncertain world where our well-being is often at stake.