Campaign Against Arms Trade rebrand
Since the 1970s, Campaign Against Arms Trade has been successfully using research and direct action to curb the excesses and violence of the international arms trade. While at Fat Beehive I collaborated with the CAAT team on their communications and content strategy, a brand refresh and site design.
CAAT was one of the only charities to use something they are campaigning against – ie. bullets – in their old logo. Though it was felt important to maintain them for recognisability, the logo was being used inconsistently, with multiple versions. The new logo brings in a vertical line to visually separate and show that the organisation stands in contrast to the evils of the arms trade.
The content strategy focussed and editorial process helped CAAT ensure content was targeted on their audiences' needs.
The new brand guidelines showed an extended colour palette of stone and navy, allowed a wider range of visual expression, as well as differentiating them from their competitors.
The business cards used the vertical line design device in a physical form, die-cut through the cards.
And for printed materials, the line showed how the voice of CAAT could stand in opposition to visuals of the arms trade.
Photography was used where appropriate, but pushed back in the design, allowing the messaging to take centre stage.
Digital designs for the website used the new colour palette and line device effectively, while catering for their growing audiences in Arabic-speaking countries.
Always responsive, the design adapts to different screen sizes, with the new typeface of Korolov working especially well for large headlines.
Where photography wasn't available or relevant, the design adapts to lean on the other brand elements such as colour and type.
“It was great working with Fat Beehive. They worked hard to understand our mission and needs, and they were prompt and dependable in reaching deadlines and delivering all they promised – during a pandemic! The design is beautiful and its adaptation to mobile is award-worthy.”
Tammy Orr, IT Coordinator, Campaign Against Arms Trade