Client: Responsibility to Protect of The United Nations
Team: Shaz Bhola, CJ Draper, Maria Sanoja, and Yasemin Uyar
Advisor: Cliff Sloan
*This was a proposed identity for the United Nations as part of the School of Visual Arts Masters in Branding Program.
The Responsibility to Protect (R2P or RtoP) is a global principle to protect populations from genocide, war crimes, crimes against humanity and ethnic cleansing emerged when it was endorsed by all member states of the United Nations at the 2005 World Summit.
Challenge
Create a visual identity that raises global awareness about the responsibility to protect norm, and addresses the international community’s commitment to end the most horrific forms of violence and persecution.
Approach
Provide a shared message and symbol that inspires not only the UN Foundation, but each of us as compassionate global citizens. We envision a social movement that has the UN at the helm of begetting change and a visual identity that shares its story and speaks to our shared responsibility to promote human dignity and tolerance.
Outcome
The name "Responsibility to Protect" possesses a duality and we can find the right balance between awareness and action within its visual identity.
The proposed visual identity: 
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