A client of Made for you, the French Development Agency (AFD) has worked for more than 70 years to fight poverty, to promote development in southern countries and to support the economic and social momentum of overseas territories.
Through grants, loans, guarantee funds, debt relief and development contracts, it funds projects, programmes and studies and helps its partners to strengthen their capacities.
Its Pacific Initiative (the initial name given to the project before our involvement) is a French and European project which brings together a coalition of international backers (Australia, Canada, New Zealand) to establish a funding window, focused on climate change adaptation and biodiversity in 18 Pacific territories (most of which are islands).
THE AFD ASKED MADE FOR YOU TO CREATE THE INITIATIVE’S IDENTITY, ALONG WITH A BROCHURE PRESENTING THE INITIATIVE
After benchmarking similar existing projects, the team established the initiative’s brand platform to structure the key messages to be shared and to come up with a striking name and logo.
The recommended strategy was to highlight the joint undertaking of the initiative’s various backers which provide local and international grants and subsidies for a “one-stop shop” to promote green solutions for biodiversity conservation and climate resilience.
The name which was chosen at the end of this multiple-stage project, Kiwa, touches on several different key ideas:
Kiwa is one of the male guardians of the ocean in the traditions of some Māori tribes of the North East of New Zealand: Kiwa had 2 wives, Parawhenuamea (the ancestor of streams) and Hinemoana (the personification of the ocean). Kiwa and Hinemoana had 10 children, all connected to the marine ecosystem (shellfish, seaweed, eels, etc.).
One of the poetic names for the Pacific Ocean is “Te moana nui a Kiwa” (Kiwa’s large ocean).
Kiwa is also the goddess of mother-of-pearl and shellfish...
Silver in Logos 2022
Anna Cesa (Artistic Director), Amandine Lantelme (Brand Strategist)
Made for you, FR
AFD Agence Française de Développement, FR
Creative Director: Fanny de Bray
Brand Strategist: Amandine Lantelme
Creative Director: Anna Cesa