Ipso (International Psychosocial Organization)
RETHINKING MENTAL HEALTH — Rebranding a humanitarian nonprofit organization
International Psychosocial Organization, Germany, Afghanistan
Brand Strategy, Brand Identity Development
Ipso, Startling Brands
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.
EMPOWERING AN INCLUSIVE AND ACCESIBLE NGO BRAND
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
A SYMBOL WITHOUT BORDERS
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.
INCREASING THE BRAND AWERENSS ACROSS DIVERSE B2C, B2B and B2G AUDIENCES
Heartwarming rebrand amplifies the cause and strengthens the 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.