The cover video created for Amizade's Facebook page
Amizade is a nonprofit 501(c)3 organization. It empowers individuals and communities through worldwide service and learning. It has a 25-year record of cooperating with communities on service that local individuals and organizations define and direct. Our volunteers work directly with people in developing communities to identify issues, design and implement service projects, and ensure a sustainable progression of development.
Information source: Amizade
The campaign was based on the Helvetica t-shirts that got popular a few years ago and often are seen wearing by people on the streets. As a way to promote Amizade's mission (Amizade inspires empathy, catalyzes social action, and links diverse communities through Fair Trade Learning), I highlighted the keywords after the word more, with a clear intention that everyone around the world wants to see more of that happening. Amizade launched the campaign across the board in 2019 during its 25th birthday celebration. Right after it, it morphed into different statements to refer to sites and unique services provided by the organization.
Creative Direction and Art Direction: Arthur Alexander
One of the many Helvetica t-shirts seen in the marketplace. Source:
The launch of the campaign during Amizade's 25th Birthday Celebration.
The campaign adjusted to other campaigns promoted by Amizade. This one highlighted Amizade's Give Big Pittsburgh participation.
The campaign is seen in different mediums such as the Amizade website.
The campaign morphed into different statements to refer to sites and unique services provided by the organization.