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Independent Children’s Monitor

Developing a very neutral visual identity system for a very neutral organisation.

We worked with the team at Ministry of Social Development to create an interim visual identity for a new organisation that was established to oversee the care and wellbeing of children across New Zealand. The Independent Children’s Monitor brand look and feel needed to be as neutral as possible, so as to reflect the organisation’s neutral standing as well as to enable it to move away from its origins and align with other organisations as it matured.

To achieve our neutral look, we developed a paired-back overall look and feel which also provided a clean and simple context for our newly developed photo library to come to life. With an approach to typography that reflected neutrality, structure and clarity, photography played a big role in reflecting the human side of the organisation – the people and the lives who the organisation is tasked with enabling.