IAA appoints design agency to create new visual identity

The International Award Association (IAA) has appointed design agency Dragon Rouge to create a new brand identity for the Duke of Edinburgh’s International Award. The design consultancy was brought on board last month following a pitch-process involving six agencies.

The Award, co-ordinated globally by the IAA, is the leading youth achievement award for young people. Founded in 1956 by HRH The Duke of Edinburgh the Award Programme has reached 7 million young people across 132 countries, providing practical experiences and life skills to help create committed citizens of the world.

The Association aims for the new Award identity to signify a shift in reputation and recruitment; helping to encourage more young people and donors to come forward either by taking part or by supporting the charity.

Joe Hale, client director at Dragon Rouge, says the aim of the work is to develop consistency for the Award Programme as well as to highlight its success to date. “We’re looking from a system that will resonate from Darlington to Dakar.”

Laura Thackray, head of communications at IAA believes this is a crucial time in the charity’s history. “This project represents an exciting new future for us. We’ve worked hard over the last 24 months to ensure our new brand strategy is right; now we have the opportunity to bring it to life through a new identity and integrated approach.”

“Equipping young people from all walks of life across the world is our objective and our new brand identity will be the start of a new chapter for us.”