As a legacy institution, TOUCH’s brand story is constantly evolving. This brand refresh is an opportunity to stand out without relying on standard emotional triggers, using fresh messaging to position TOUCH as a progressive community movement.
Progressive brand voice
Blended TOUCH’s legacy with a fresh, action-driven voice
Visual refresh
Refreshed with bold &
dynamic visuals
Expanded reach
Social extensions drove increase in engagement rates
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Challenge:
Staying Relevant to existing and new audiences
Established NGOs need to evolve meaningfully without losing what makes them trusted.
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Solution:
A Human-First Approach
Every creative choice was driven by our goal to make the brand feel progressive, authentic, and action-driven.
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Creative Reframing
Shifted from charity to community movement—framing TOUCH as a catalyst for potential, not just a provider of aid.
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Real People, Real Stories
Creative was driven by real staff, volunteers, and beneficiaries, grounding the campaign in real stories.
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Extended Socials
Extended the campaign with social-first content to engage new audiences.
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Creative Reframing
Real People, Real Stories
Extended Socials
Shifted from charity to community movement—framing TOUCH as a catalyst for potential, not just a provider of aid.
Creative was driven by real staff, volunteers, and beneficiaries, grounding the campaign in real stories.
Extended the campaign with social-first content to engage new audiences.
TGP asked insightful questions and presented a proposal which was highly innovative and met our needs.
