Branding a Philanthropy Council to position Amnesty International as the  international people’s voice for justice.


The world is changing. Just as the world is changing so too is Amnesty International to become a truly global movement of people passionate about defending human rights for all.  The 20/20 Council was established to create a forum to bring together leaders in the arts, business and philanthropy to raise Amnesty International’s visibility and raise funding.


To help Amnesty stand out and inspire engagement from top tier philanthropists the human aspect of the photography was championed and pushed forward as the hero of the campaign. The simple brand lock up is able to be placed over imagery, alongside brand typography. Playing with scale and different page sizes throughout the booklet, a hide and reveal aspect is created, encouraging engagement.