This project required a deep understanding of Elam's Iranian roots and identity. The charity has a long history and we wanted to honour that journey, while inviting audiences into a relavant, engaging, hopeful future. The rebrand focused on balancing East and West, drawing on old and new. Through texture, colour, and imagery we connected the brand to the Persian environment, while clean, minimal design sets the brand up to flourish in the digital space. Storytelling is central to Elam's mission and a key part of the visual identity rests in typography, with Newsreader bringing journalistic, reporting styles from Elam's founding era.