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Världens Barn

Evolving heritage into a digital-first connection.

Key Deliverables

Brand Audit Findings
Stakeholder Interview Report
Brand Positioning Framework
Website & Social Templates
Visual Identity

Image of two children with the brand symbol as a connection.

Challenge & Task

Världens Barn, one of Sweden's largest fundraising campaigns, needed to evolve their brand identity to cut through digital clutter and connect with new target groups while preserving decades of brand equity, associations, and values.

When rebranding a well-known and beloved brand that many people have dedicated their lives to, thought and care must be taken to ensure that the changes made are considered and well thought out.

"The strongest brand heritage is invisible—it's the emotional consistency that makes any visual feel 'right' or 'wrong.'"

Key Insight

Two-part image: Left shows a person holding a large pink bag with an orange ribbon; right shows a person wearing a pink t-shirt with the same ribbon.

Strategic Solution

We positioned the rebrand around the core insight that emerged from stakeholder workshops: "Strong Together" - recognizing that collective strength comes from individual hearts united by shared engagement. Rather than replacing the brand, we evolved it by understanding what it truly represented to create something people could relate to and feel proud of.

We focused on reworking the existing symbol to better serve digital-first communications while honoring the values of "heart and engagement" that stakeholders consistently expressed. This approach preserved brand equity while creating the flexibility needed for modern applications.

Logo on orange background.

Result

The updated brand successfully bridges Världens Barn's heritage with contemporary digital demands. The "Stronger Together" framework provides direction for everything from campaign messaging to visual applications, ensuring consistency while enabling the flexibility needed for effective fundraising.

The workshop-driven approach ensured stakeholder buy-in and preserved emotional connections that make supporters passionate about the cause. By understanding why different people support, help, and fund Världens Barn, the project achieved both strategic and emotional success.