Ohrabrimo porodicu!
The Challange
The “Ohrabrimo porodicu!” campaign needed to reach two distinct audiences simultaneously. 5,000 employers and 150,000 working parents across the Federation of BiH within a tight 3-month window following the COVID-19 crisis. The project required building a full visual identity from scratch, then deploying it across digital and physical touchpoints in a way that felt approachable to everyday families while retaining the credibility demanded by USAID and UNICEF co-branding.
Deliverables
Visual identity & logo
Campaign mark, colour palette, type system, graphic language
Social media content
Feed posts, infographics, Instagram Stories, 3-month campaign
Print materials
Physical event roll-up benners in 3 design variants and marketing colateral.
Visual direction
The identity centres on a bold circular motif, a form that references unity, protection, and continuity, deployed across both digital and physical surfaces. The system pairs deep navy (#0c329d) as the dominant ground with a high-energy orange (#fe7628) accent that signals warmth and urgency without clinical coldness. Photography of real families was integrated directly into the graphic shapes, keeping the campaign human while remaining structured.
Typography was set in a heavy rounded Futura sans — large, confident, and accessible to a broad public audience. The exclamation mark in the campaign title “Ohrabrimo porodicu!” was rendered in orange across all applications, acting as a consistent visual signature.
Twelve+ post feed and story templates were designed in three colour variants — navy, orange, and white — ensuring visual rhythm across the Instagram grid while maintaining flexibility for different message types:
- advocacy statements,
- family photography,
- and campaign headlines.
Three roll-up banner variants and dufold brochure were designed for physical event presence. Each design adapts the same circular motif and typographic system to the tall vertical format, one with integrated family photography, one graphic-only, and one photography-forward. Partner logos (USAID, UNICEF, Ministry) are consistently placed in the footer zone across all variants.
