A new brand identity and campaign that shows that peace isn’t a state of being, but a process that takes all different kinds of peace work and peaceworkers.
It takes one quick look at history and, sadly, the world today, to see: peace isn’t easy. That’s also what makes it so challenging for PAX to express what it is that they do, even though they’ve been fighting the good fight since 1948. With the rebranding and subsequent campaign, we tackled that challenge. We started off with a strategy that positions PAX as a global union for peacebuilders. From there, the new brand identity and campaign are built on the idea that peace work comes in all sorts of shapes and sizes, whether it’s providing humanitarian aid in conflict zones or protecting democratic rights in the Netherlands. And more importantly, that the work is never done. It’s captured in the many verbs used in the campaign, like do peace, talk peace, demand peace or share peace. And it comes together in their new pay-off: make peace work.
