Woodapple’s work for IDF-OI was towards creating a full-fledged institution brand identity, with a memorable tag-line that captured the spirit of the enterprise: Causes, Champions, Change. For a cause led endeavor the priority was to attract NRIs and Overseas Indians as champions to usher change and development in India. Amongst creative concept ideations by Woodapple, IDF-OI chose the idea of presenting the brand as a Giving Tree, given the organization’s mandate to facilitate philanthropic activities. This holding concept was extended across various marketing and branding collaterals – brochures, stationary, PPTs, Calendar, backdrop for event booths, posters and event memorabilia. The new identity was launched at the 2013 Pravasi Bharatiya Divas in Jaipur by the Prime Minister, Dr. Manmohan Singh along with the new website www.idfoi.org.
This launch resulted in an immediate success with IDF-OI receiving pledges in millions by high net worth NRIs and PIOs to various causes even before the event got over.