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Creative Rebrand Web Design

How The Peace Corps is designing for 'next generation' of volunteers


By Natalie Mortimer, N/A

June 3, 2016 | 2 min read

American volunteer programme The Peace Corps has revamped its brand website and logo to position its "mission-driven" brand to appeal to future generations.

Peace Corps

The 55-year old government run organisation wanted to build on its history but introduce a modern, fresh look to reflect how the world has changed since its inception.

The Peace Corps' in-house creative team worked with Ogilvy Washington on the visual elements of the refreshed identity, which emphasises a 'cleaner' look. The updated logo includes key elements from the agency’s historic pre-existing logo—including the image of the dove, the American flag, and the US colours - but has been modernised to be scalable in constrained digital spaces.

The volunteer service also collaborated with Forum One, a Peace Corps volunteer-owned digital agency, to completely overhaul PeaceCorps.Gov.

The revamped site features a bolder design that puts the volunteer experience at the centre, with an emphasis on authentic narratives, eye-catching imagery, and volunteer-generated media.

“We have great respect for the Peace Corps and the passion shared by the many volunteers and returned volunteers who care deeply about the mission,” said Robert Mathias, president, Ogilvy Washington. “The new brand identity is rooted in this vibrant legacy, connects with new audiences and positions the Peace Corps’ mission-driven brand for future generations. We are thrilled to have collaborated with the Peace Corps on this historic initiative.”

With the new look The Peace Corps added that it hopes to "engage the next generation of Americans" who want to use their talents to improve the lives of others around the world.

Creative Rebrand Web Design

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