Identity is crucial to every single brand, be it local or international. Preserving an established identity, while the brand changes its name and visual representation, can be challenging but doable. In 2015, Oxfam Armenia made a decision to transform itself into OxYGen Armenian Foundation while keeping the strategic partnership with Oxfam International. Deem Communications was responsible for developing the brand identity that would reflect the values of the organization and its new outlook.
After fruitful months of collaboration with OxYGen, DEEM team created the brand identity with a logo that highlighted the brightly-colored “YG” letters standing for “Youth and Gender” and reflecting the organization’s vision for gender equality and youth engagement. The colors of the brand represent youthful energy, action and readiness to build a stronger and better future, whereas the grey offers solidity, clarity and strength.