WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
Reflecting a New Reality: Giving Voice to Vulnerable Children

Academic communications often struggle to connect emotionally. For the Children’s Institute at the University of Cape Town, a leading voice for children’s rights, this posed a challenge. Their research, designed to influence policy and improve lives, felt removed from the children it aimed to serve. Representing vulnerable children required sensitivity and strength, avoiding exploitation while still making an impact.

“Reflecting a New Reality,” a comprehensive visual identity rooted in the idea of mirroring, tackled this head-on. The concept flipped a familiar truth – children learn by mirroring adults – and positioned children as the ones to be mirrored. The result was a hopeful, research-grounded visual language that invited policymakers and the public to reimagine the world through children’s eyes.

This marked a bold departure from typical academic branding. With no in-house design teams, institutes often default to dry or overly “cute” visuals. This project broke that mold with a full brand system: custom illustrations, editable templates, and a design framework that empowered internal teams to maintain consistency and quality.

The visual identity tells a story of hope and transformation. The logo represents a shift from crisis to possibility. Authentic South African imagery – commissioned from local illustrators and photographers – ensured cultural relevance. A bright colour palette, inspired by children’s crayons, paired with accessible yet credible typography, struck a balance between academic integrity and emotional resonance.

Launched alongside the Institute’s annual report, the new identity sparked over 110 pieces of media coverage across print, broadcast, and digital platforms – reaching 156 million people and generating R4 million in media value. More importantly, it reconnected stakeholders with the Institute’s work and helped reframe the national conversation around child development.

As Associate Professor Wiedaad Slemming, Director of the Children’s Institute, put it: “What the agency helped us create fulfils a vital part of our communications strategy.”
This project sets a new standard for how children’s rights organisations can communicate – authentically, impactfully, and with heart.

CREDITS
Client/Brand: The Children’s Institute, University of Cape Town
Marketing Manager: Leanne Jansen-Thomas

Agency: Ogilvy South Africa
Agency Managing Director: Mathew Weiss
Chief Creative Officer: Pete Case
Executive Creative Director: Liana Liebenberg
Creative Director: Liana Liebenberg
Account Management: Janine Botha
Agency Producer: Nikita Govender
Agency Designer: Nina Roodbol, Themba Mbokazi
Strategist: Angie Hattingh, Christy Nell

Design Agency: (Not an IDIDTHAT member)

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