Disaster relief non-profit Instant Aid unveils updated brand identity

Crafted by design and impact agency Driftime, the rebrand sought to reinforce Instant Aid’s credentials as a leader in the sector. Also aiming to steer clear of cliched NGO aesthetics, the project saw Driftime redesign the organisation’s logo, website and tone of voice.

Instant Aid was founded in 2022 by Jasmin Mouflard, providing meals to Ukrainians impacted by Russian bombing in Kiev. The non-profit also opened a café in Kabul, Afghanistan, as a safe place for locals who have nowhere else to turn for help. Since then, it has expanded its operations around the world, also providing aid to people in Gaza and Syria.

The non-profit decided it required a brand update which could reflect the impact of its work while also breaking away from the industry’s ‘bureaucratic’ image. Opting for a mature and friendly look, Driftime devised a visual identity with an orange-red hue to convey urgency.

Meanwhile, the new brand logo is a reimagining of its six-point ‘medicinal star’. The third spoke, which symbolises early response, now operates as the focal point of the design, and expresses a sense of urgency which is crucial to Instant Aid.

The tone of voice also underwent a refresh by incorporating a youthful, pioneering language, thereby empowering the voices of those stuck in crisis.

Abb-d Taiyo, founder and creative director at Driftime, says, “The work that we’ve helped create for Instant Aid – from its visual identity to its refreshed tone of voice, is indicative of the shift that we hope to see in the sector. It’s about pushing boundaries beyond how it looks, and setting new standards to empower non-profits with the opportunity to communicate their mission and engage with their communities. This collaboration has reinforced our belief in the power of design to drive meaningful change.”