The objective was to increase local awareness about BADIR and its ability to support youth initiatives through grants, mentoring and networking. Through increased awareness, BADIR sought a higher number of applicants seeking to be agents of change in Jordanian communities. The specific challenge to this objective was the need to create a design that appealed to a young Jordanian population while also representing the professional look and feel of BADIR’s partner organization, the International Youth Foundation.

We needed to create an effective logo and visual concept that links BADIR's local roots to the IYF’s more global image.

We created the logo as a combination of Latin and Arabic letters, in such a way that it would be legible in each language to read as “badir”, the Arabic word for “to initiate”. It expresses the global feel of the IYF brand through the bold Roman English font, while emphasizing the local roots of BADIR using Arabic text.

A 360˚ campaign featured sentences in English and Arabic that had motivational phrases highlighted within them.

The design and corresponding campaign helped increase local awareness of BADIR to its highest level since the organization’s creation. The BADIR website received over 8,000 visits, exceeding BADIR’s aim for 5,000 visits by 60%. Of these site visits, 72% were new while 40% were due to direct traffic.

BADIR received over 140 applications from young Jordanians throughout the country - this was 40% more than BADIR expected and the applicant pool consisted of many highly qualified youth to be chosen for an award. BADIR is now anticipating another impressive round of applicants for its second selection stage this May.