Global Call to Action Against Poverty (GCAP) is a global movement that challenges the structures and institutions that perpetuate poverty and inequality. GCAP’s old identity, created over a decade ago when they first formed, did not accurately communicate the value or depth of their work. In contrast, their new identity presents them as modern, fresh and human, evoking the spirit of their new tagline “People Rising“. The interactive map on their website, encouraging users to observe the world from the perspective of the Global South, further reinforces this message.
Role: Creative Direction / Brand Identity / Web Design