Lamp Lifeboat Ladder News

True inspiration: creating a brand to support international refugees

13 July 2020

To help address the escalating refugee resettlement crisis in Africa and the Middle East, partners at Reed Smith, one of our global law firm clients, established an organisation called Lamp, Lifeboat, Ladder. Its aim is help refugees transition to new lives in Canada by encouraging support from corporations, foundations, faith-based organisations and individuals.

We were asked to help their mission by creating a brand identity that would inspire potential donors and supporters to get involved with the project. We set out to create an identity that would amplify the positivity of what the initiative would achieve.

Inspired by freedom and empowerment
Our project had three workstreams: the visual identity, a microsite, and a suite of promotional collateral. The brand marque was inspired by the three points on a dove’s wing, each representing support, empowerment and freedom.

For the visual language we created stylised lamp, lifeboat and ladder icons, all taking their basic construct from the logo L’s. We developed a colour palette inspired by Arabic crafts, which provided a bright yet earthy foundation to the brand.

A truly collaborative approach
To meet the urgent need, we delivered an engaging Umbraco-driven microsite in just 30 days. While we worked in short development sprints, our design team was busy creating key collateral to support the digital comms strategy and equip the organisation’s ambassadors with outreach materials.

As an agency committed to creating difference for our clients, this is one project that filled us an affirming sense of achievement. We’re proud to have helped in a small way an organisation so dedicated to making a difference in people’s lives in a major way. Find out more about our work.

To see the new Lamp, Lifeboat, Ladder brand in action, visit

If you would like to know more about how we can bring purpose and authenticity to your brand, please contact Duncan Shaw in New York , Greg Hobden in London or Gigi Yung in Hong Kong.

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