AMI — Rebranding

Boy on a rock in a river


AMI is a 30 year-old Portuguese NGO known for its work in global humanitarian disasters. But in the last 10 years, they also started working on local issues such as poverty, hunger or unemployment. Although AMI stands for Assistência Médica Internacional (International Medical Assistance), it has become so much more than that.

How do you shape a brand that integrates everything? From individual emergencies to global catastrophies, the scale changes but not their importance. We began by aggregating their activities into three main areas: Act, Change, Integrate, which in Portuguese stands for AMI (Agir, Mudar, Integrar).

Everyone involved with AMI has a unique mission, so we asked them to write their own letter “M”. Mission by mission, whether abroad or in Portugal, doctors or teachers, everyone has left their mark on the new brand.

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  • Typeface
  • Website layout
  • Print layouts
  • Product branding
  • Product branding
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