Fundación TPH Rebranding

In Santiago de Chile, in 1982, in the middle of an economic crisis characterized by a high level of unemployment, a community linked to the Society of Jesus decides to endorse the message of the encyclical 'Laborem Excersens', which maintains that work is the key to social issue, and the Fundación TPH Trabajo Para un Hermano —Work for a Brother Foundation— is born

The brief

After some years of great influence on Chilean society and others of a certain drift, the foundation decided to face the digitization and repositioning of its brand, for which it is necessary to redesign the visual identity and create a suitable discourse for its communication

The identity

The redesign maintains the fraternal hands that star the brand historical logo, widely recognized in Chile, but simplifies shapes and colors inspired by the classic stamps printed on labor documents. A guidelines manual details how to apply it to build a strong and consistent visual identity

The audiovisual campaign

The foundation understands work as the capacity of each person to transform their environment. In Chile there is a high rate of disaffection with work because it is lived in a passive way, and the campaign 'What do you give with your work' seeks to turn around that situation through reflection and commitment

Your work

Flor and her work

Mauricio and his work

Gladys and her work

Marcia and her work

The print campaign

Built with short questions and answer options to cause viewers to feel almost forced to choose, it is based on questions from a real test that can be completed on the foundation website during the campaign and helps people to become aware of their relationship with their own work

The online campaign

With a simple test hosted on a microsite created for the occasion, the foundation collects first-hand information on the relationship of Chileans with work and also generates content for its communication on social media

& Co

Copywriting Claudio Letelier, production Wood Films, filmmaking Rodrigo Marín, programming AP&Co and Amable, client Mauricio Rojas from Fundación TPH