I DON'T WANT YOUR PITTY.
I JUST WANT A MAMA.
We purposefully chose an assertive look and feel. We stayed away from the classic paternalistic, pathetic or cheerful NGO one. Because children can be smart and funny, but also annoying and strong headed. And more importantly, children know exactly what they need to survive. People tend to forget that this is not only true for Western children, but also for children living in developing countries.
SOS Childrens Villages NL did already stand for something that actually matters: creating loving homes for children who lost their parents or were living in troubled families. Nevertheless at that time they needed help to build long term relationships with sponsors as well as employees. Miesiyu started recreating their brand architecture. In line with its new brand essence 'Family is core'. Miesiyu developed marketing, communication and design for SOS Childrens Villages.