ZOE came to us in December 2021 with a deadline: a virtual walk in May 2022, run across the countries where it works, to raise awareness and funds to end child trafficking. The work kept going. By the summer the primary identity needed the same care, and the 20th anniversary in October needed a gala and an appeal.

We let the name do the work. ZOE is a Greek word meaning life, and the 2022 style guide builds the logo from “a serif wordmark that is surrounded by a swoosh,” in navy and blue with yellow and orange to warm it. Each campaign got its own voice: the Rescue Walk is loud, yellow and blue, made of hands and feet; Discover Freedom is quiet, midnight blue and silver foil.

From the October 2022 style guide: the primary logo, the lockup with ZOE’s line, how the swoosh is built and the colours the logo can sit on.

Black, white, grey, navy and blue lead, with yellow and orange as accents. Blacker Pro Display carries the headlines, Oakes Grotesk carries the rest, and a set of line icons names the work.

Applications from the style guide. All are concept mockups.

The strategy we delivered in December 2021 for a family virtual walk in May 2022: one line to position it, a philosophy, four messages, and the graphic language that grew from them.

The campaign brand from the January 2022 style guide: a heavy wordmark, five colours and three faces.

From the March 2022 social set, with the web banner.

What walkers wore and carried, and the guide to the walk app. The shirts, sweatshirt, cap and billboard are mockups.

The identity for ZOE International’s 20th anniversary gala on October 8, 2022: a star-crowned wordmark, a palette of midnight blues and silver foil, and the invitation.

The anniversary direct mail from September 2022: the carrier envelope, the reply device and envelope, a pledge card for the Discovery Street project, and the gifts page from the anniversary booklet.

Identity: brand refresh, logo and lockups, colour palette, type system, icons and the 2022 brand style guide.

ZOE Rescue Walk: research and strategy, graphic proposal, campaign identity and style guide, social posts, web banner, invitation postcard, stickers, T-shirts, the app one-pager and zoerescuewalk.com.

Discover Freedom: gala identity, colour palette and invitation.

20th anniversary: booklet, carrier envelope, reply device and envelope, pledge card.

Print: the Discovery Street booklet and business cards.