Innovation for a More Equal Asia

Case StudyStrategyCreative
  • Brand Strategy,
  • Audience Mapping,
  • Presentations,
  • Copywriting,
  • Content Planning,
  • Storytelling,
  • Video,
  • Illustrations
The Brief


In the face of rapid, exponential rates of change in the Asia region, Oxfam’s work on issues of equality, justice and poverty needed to adapt, with an ambitious strategy that focused on innovation, technology, and data, alongside the development of new partnerships ranging from private sector actors to local organizations.

To get the message out about their work, they asked us to develop knowledge and communication products that would share the story of this new vision, what had been achieved so far, and how innovation can take the organisation’s work forward.

Our Approach


In collaboration with the Oxfam team, we had to consider which materials would be most useful in getting their messages across to stakeholders, partners, co-workers, and members of the public. Through research and interviews we developed a package of communication materials and a design approach tailored to their existing brand guidelines while also taking the aesthetic values of the region into account.

Service & Deliverables
  • Strategy
  • Content creation
  • Videos
  • Modular brochures & leaflets
  • Social media content
Oxfam's presence and work in Asia
Oxfam's activities and initiatives
Embracing an innovation mindset
Applying design thinking principles
Fighting for gender justice and equality
Oxfam's promotional flyer
Engaging content from Oxfam on Instagram
Explore Oxfam's publications and books
The Execution

Modular Materials

Because the stories of Oxfam’s innovation in Asia needed to be told by different teams in countries and in different circumstances, with a variety of audiences, we aimed to make the most flexible and adaptable materials possible, in order to empower Oxfam staff to decide how to tell their stories – in a way that could be centrally aligned yet individually distinctive, whether in Timor-Leste or in Tajikistan.

We created a new iconography to represent the organisation's areas of interest and activity. Thematic areas were colour-coded and existing brand patterns were used as a basis for new design iterations.

The modular content design allowed the client to adapt collaterals for use as print or digital brochures, flyers, and presentations.

We created short videos that focused on some key thematic areas as well as introducing Oxfam as an innovative actor in Asia.

Through Oxfam social media channels we sought to create awareness and create a CTA that motivated people to learn more.

Colours were used to distinguish different thematic areas of innovative action.

Posts took a diverse audience into account, some posts focusing on those who are numbers-oriented, some on those who respond to textual storytelling, some on visual.

Materials were carefully designed and adapted to have optimal visual impact across print and digital media.

Oxfam's mapping initiatives and projects
Oxfam's mapping initiatives and projects
Oxfam's mapping initiatives and projects
Engaging content from Oxfam on Instagram
Oxfam's informative and inspiring videos