Marcel gives UNICEF a new face

Australian creative shop Marcel has unveiled a new brand identity for UNICEF to mark the charitable organisation's 70th anniversary and commemorate the work UNICEF does for vulnerable children worldwide.

The new ‘For every child’ campaign, launched at the United Nations in New York yesterday, highlights the work UNICEF does in support of millions of children around the world, and the unprecedented demand for its services.   

UNICEF offices across the 190 countries and territories it operates in will use and promote the new identity. 

David Nobay, creative chairman of Marcel Sydney and the lead on the new UNICEF brand said: "It's only too easy to sometimes get a little cynical about this business of ours. I'm probably more guilty of that than most. But then a project like this comes along and you're reminded of what we do and why. I was honoured to be invited to lead this creative project, and I'm humbled by the resilience and integrity of those who shared the journey over the last 12 months.” 

David Ohana, UNICEF chief of brand building, said: “This is the first time UNICEF has undergone a brand repositioning in over a decade. Ultimately we hope this exercise helps UNICEF attract new audiences, partners and donors—in support of our work. UNICEF's new brand positioning reflects our commitment to promote the rights and improving the lives of the world’s most vulnerable children by providing life-saving aid and long-term support. At a time when nearly 50 million children have been uprooted; more than half driven from their homes by conflict; UNICEF is needed now, more than ever.” 

The rebranding was a collaborative effort by Marcel teams in Sydney and New York. The new identity will be rolled out across UNICEF over the next two years.