ABOUT

For the last 16 years, the Mona Foundation has provided funding to educational initiatives worldwide which emphasise increased opportunity for women, girls and service to the community.

The Foundation believes education and gender equality are essential prerequisites of sustained community transformation, and passionately believes that people, regardless of where they are born or their economic status, have the capacity and the responsibility to change their communities for the better. The Foundation partners with the people doing the actual development work at the local level, supporting them for the long term to realise their goals as they expand and evolve to meet the needs of their communities.

Whilst focusing on delivering funds that support communities globally, the long-term aim of the charity is empowerment of women as it firmly believes that “educating girls is the most powerful and effective way to reduce global poverty.”

Also, unlike many other charities that arrive with a ready-made solution, the Mona Foundation wants communities to build their own solutions. This approach has been proven to have a longer lasting impact.

In light of their experiences of the past several years, the Foundation saw that a brand refresh was needed to enable it to effectively tell the stories of their adopted projects. The Team was asked to create an identity which would crystallise the Foundation’s approach.

Since the Mona Foundation exists to build a better world for children, The Team wanted to use a device which would represent this. A refreshed logo, new strapline and website were all developed.

The Team’s Creative Lead Anthony Coombes explained, “We used building blocks as a graphic device to symbolize education. How an individual builds layers of experience and knowledge to benefit their future”.

Mahnaz Aflatooni Javid, President of the Mona Foundation said:

“Mona Foundation represents local initiatives that are built through the sustained labour and blood and tears of hundreds of committed people intent on improving the lives of their communities. We are their ‘voice’ here, and as such we have an obligation to deliver their message of hope and service with integrity. Our new brand allows us to tell their stories more clearly and effectively.”

Cliff Ettridge of The Team added:

“We were delighted to work on the Mona Foundation rebrand and website development. It is an area of brand development we feel incredibly strongly about. Producing a brand approach that quickly communicates any campaigning organisation’s message quickly, and giving visitors strong reasons to invest and easier ways to do so is so important for us professionally. As a business, we also greatly care about young peoples’ access to education. The Mona Foundation and those that run it pave a way forward for organisations that want to help girls and communities unlock the potential that education brings. We are in awe of them.”