CARE International // Campaigns & Visual Communication
During my work with CARE International in Nigeria, I developed visual communications for a number of international observances, including International Women’s Day, Workers’ Day and World Food Safety Day. The assignments ranged from individual social media pieces to a larger multi-format awareness campaign, each requiring a different visual response while working within CARE’s established global identity.
World Food Safety Day became the most extensive of these projects, giving me the opportunity to develop a broader campaign system across educational, awareness and practical content. Together, the work became an exercise in adapting one recognizable brand to different subjects, audiences and communication needs without making every message look or feel the same.
Client
CARE International in Nigeria
Category
Campaign Design // Art Direction
The idea connecting the work was adaptability.
CARE already has a strong and recognizable identity, so the goal was never to reinvent the brand for each observance. Instead, I looked for ways to let the subject determine the tone while keeping CARE as the visual anchor.
International Women’s Day became editorial and reflective, placing individual voices and portraits at the centre of the communication. Workers’ Day was more immediate and celebratory, using CARE staff themselves as the focus. World Food Safety Day required something more expansive — a visual system that could make public-health information approachable, practical and relevant to everyday life in Nigeria.
The three projects developed at very different scales.
For International Women’s Day, I created a carousel built around statements on women’s empowerment, resilience and equality from influential African voices. A repeated editorial structure — large serif quotations, isolated portraits and a warm gradient — created consistency while allowing each person and message to remain distinct.
The Workers’ Day communication used a photograph of CARE Nigeria’s team as its centrepiece. Bold condensed typography, CARE orange and the message “Today, we celebrate you” turned the photograph into a simple, people-focused expression of appreciation.
World Food Safety Day developed much further. Working around the message that foodborne diseases are preventable and food safety is a shared responsibility, I created a hero communication supported by educational and practical-tip carousels, WhatsApp materials and additional social content. A consistent illustration system helped translate topics such as food storage during power outages, reheating leftovers, safe water and food handling into communication that felt accessible and locally relevant.
Designing for an established international organization meant balancing consistency with specificity.
Each observance needed to remain recognizably CARE while speaking in a tone appropriate to a completely different subject. Applying the same visual treatment to every campaign would have created consistency, but at the expense of meaning.
The challenge became especially important with World Food Safety Day. Food safety communication can quickly become technical or overly institutional, while the campaign needed to turn public-health information into messages people could understand and apply within their everyday lives.
Rather than treating CARE’s identity as a fixed template, I used it as a framework.
International Women’s Day used an editorial system that gave prominence to individual voices. Workers’ Day centred the people behind the organization itself. World Food Safety Day expanded into a flexible campaign language that moved from awareness to education and practical action.
The result was a collection of work that remained connected through CARE’s identity while allowing each subject to establish its own tone. Most significantly, World Food Safety Day demonstrated how that approach could scale from a single piece of communication into a cohesive family of campaign materials designed for different messages and platforms.
