Mercy Project is a non-profit working in Ghana, Africa to free children from slavery by way of economic development. The organization partners with fishing communities on Lake Volta, teaching them aquaculture to replace their need for child labor. Upon voluntary release by the village, the trafficked children transition through rehabilitation before being reintegrated with their families. The families are empowered by Mercy Project to ensure long-term, sustainable care; through sponsorship, the children are able to attend school and receive counseling and mentorship. The process is unique, holistic, and sustainable – and has impacted well over 5,000 villagers, resulting in the rescue of over 200 children in the last 11 years.

Design for Mercy Project originated with the development of a brand and identity system to provide a foundation and ensure consistency of all visual avenues. This began with the creation of a logo in 2010 and evolved over the years through the presence of the organization’s website and across its social media platforms. A library of 4,000+ images contributed a cohesive style and overall tone for storytelling content.

logo design + identity system: centered around the Ghanaian Acacia tree, which symbolizes new life and resurrection

organization website: creative direction + branding style guide + primary photography + site architecture + content // site built by Paper Tiger

segments of the website featured the organization’s mission statement & key values along with user-friendly navigation

website compatibility across devices with responsive design

social media: branding continuity + content creation across platforms

images: growing library of 4,000+ still photos taken for branding, marketing, and story promotion