CARITAS «RIGHT AT THE CENTRE »
Caritas Switzerland commissioned us to rebrand and create a new campaign for their "KulturLegi” program. KulturLegi gives people living on lower incomes access to the country’s social and cultural life, uniting over three thousand private and public organizations from the worlds of culture, sport, education and health to offer discounts of up to 70% on courses and entry prices.
Our concept, “Right at the centre of things” drove the campaign and KulturLegi’s corporate redesign. A series of bird’s eye visuals showed people enjoying swimming pools, concerts, museums and yoga classes. In each setting, a single figure was highlighted with an asterisk. “Right in the centre of things, thanks to Culture Legi”, explained the footnote-like headline. The asterisk formed the graphic basis of the new CultureLegi logo and ran through our campaign celebrating what it means to feel part of society.