BRAC: The best-kept secret in International Development?
M&C Saatchi developed a global brand repositioning, ‘Always a Way,’ to support unified brand communications across BRAC’s diverse portfolio.
Our challenge was to make BRAC stand out in the sea of ‘sameness’ in charity and NGO visual communications.
What makes BRAC unique is its tenacious effectiveness. Whatever the problem, BRAC finds a way to solve it.
Working with the best photographer in Bangladesh, we created a new creative direction for the brand, bringing to life Always a Way within the BRAC brand world.
BRAC’s images have energy and movement, they are not staged or static.
Our concept doesn’t just live in one single image, it connects through multiple images within layouts.
An image is framed to move beyond the traditional four edges of a photograph or film crop.
2021 Brand Book design
Photography: Sarker Protick
Art Direction: Megan Fowler
Design: Karl Bewick
