Since ActionAid Sweden is so strongly associated with the goat symbol, we thought it would be a shame to ditch it altogether. Instead, we decided this was a great opportunity to update the goat and make it resonate with the current message. Since positivity is key to our work process, we decided to include something fun and playful together with the urgent message.

Our three main goals were

Keeping in line with ActionAid Sweden’s distinct style.

Tackling complex questions in a way that’s easy to understand.

Creating something fun which would increase the will to share