AMAYO | UGANDA
MR & MRS AL MIKDAD | JORDAN
Human-Centered Brand Refresh for FINCA International
OVERVIEW
FINCA International, a global leader in microfinance and social impact, sought a comprehensive brand refresh to enhance their communication strategy and strengthen their connection with donors. The goal was to create a human-centered brand that authentically represented their mission, showcased the profound effects of their work, and delivered consistent messaging across all platforms.
To achieve this, I partnered with non-profit strategist Bill Toliver and embarked on an immersive journey across six countries: Uganda, Ghana, Tanzania, Kenya, Armenia, and Jordan. Our mission was to document the transformative impact of FINCA's programs and to capture the stories that reflect the organization’s commitment to combating poverty through tailored, community-focused solutions.
OBJECTIVE
FINCA aimed to develop a brand narrative that resonated deeply with donors and stakeholders. They needed a range of creative assets, including photography and film to authentically showcase their initiatives, and compelling storytelling content that highlighted the unique experiences of those impacted by their programs. This refresh also required updates to their digital and print materials, ensuring a cohesive brand presence across all platforms.
CREATIVE APPROACH
Our creative approach was expansive and immersive. We delved deeply into each community, not just capturing images and video, but engaging with individuals to understand their stories fully. This approach involved building authentic connections, allowing us to create rich, multidimensional narratives that reflect the true impact of FINCA’s work.
KEY INSIGHTS
Our journey showcased the extensive reach of FINCA's impact. In Uganda, we observed micro-finance solutions tailored to the seasonal needs of farmers, while in Kenya, we documented the personalized support provided to Maasai women by local female loan officers. Each experience underscored FINCA’s commitment to addressing unique community needs with culturally sensitive assistance.
We also explored initiatives like JIBU, which provides clean drinking water, and social enterprises such as East Africa Fruits, which enhance fair supply chains for farmers. These stories highlighted FINCA’s role in fostering sustainable change across various sectors and regions.
ALICE MUGUMBI & FAMILY
MWALUVANGU, KENYA
OUTCOME
The brand refresh led to a notable transformation for FINCA International. The new creative assets effectively communicated the organization’s human-centered approach, developing resources that deepened connections with both donors and the broader community, enhancing the communication of the organization’s mission. The updated digital and print materials ensured a cohesive brand presence, reinforcing FINCA’s mission and impact across all platforms.
HAYK | ARMENIA
MR. & MRS. AL MIKDAD | JORDAN
CONCLUSION
I continue to work with FINCA, deepening our partnership and enhancing their storytelling to drive further engagement and support for their mission. Through our ongoing collaboration, I have witnessed the profound human connections that characterize FINCA's work. Taking the time to listen to those at the heart of an organization's mission is essential. Building genuine connections and understanding through these conversations has deepened our appreciation of their work and reinforced their ability to convey the true transformative impact they have on communities. Together, we are advancing their critical work in breaking the cycle of poverty, reflecting the true essence of their mission and fostering a more engaged and empathetic audience.
RAHMA | JORDAN
GRETA | ARMENIA
ANNE | KENYA
