The devastating conflict in Gaza has created an unprecedented crisis in pediatric amputee care, with thousands of children requiring immediate and long-term support. Jordan's innovative response to this humanitarian emergency has modeled a new standard of care for amputee children in under-resourced areas.
This innovative work has begun to attract attention from medical professionals beyond the Middle East, but having operated largely out of public view since its inception, the venture is reaching a point where anonymity may be impeding opportunity.
While there’s no immediate need for public-facing social media platforms, the organization must at minimum be discoverable, with its Jordanian origins recognized and a path to participation set forth.
Storybeat is an Emmy-nominated and Clio Award-winning creator of film and video, photography, podcasts, music, websites, and versatile digital tools. Having advised and produced content for numerous domestic and international nonprofits, we seek to develop a creative partnership that scales with your organization.
The following section outlines the first phase of the collaboration.
Brand Development & Collateral
After comprehensive conversation with key clients, we'll present recommended colors, fonts, logo, and iconography. With client approval, we will compose a style guide of brand standards which will inform the look and feel of the brand collateral to follow.
Essential Website Design & Build
Creatively guided by the visual standards developed above, we'll create the architecture of a scalable site, with an eye toward ease of self-published content and cross-platform integrations. The site will launch with a visually inviting homepage that clearly states 1) the organization's mission; and 2) the minimum amount of other information that might be required to give the visitor a basic understanding of the organization.
Non-essential information will be thoughtfully organized and displayed on dedicated pages and posts throughout the site, the most important of which will appear in the site's header navigation. Additional features will be determined as the creative process yields new ideas and opportunities.
Brand Language and Communication Tone
Fundamental to the site's effectiveness are the headlines, captions, and body copy. Informed by previous materials and in collaboration with client, we'll compose thoughtful, readable copy free of jargon and cliche. We’ll present review drafts in mockups of the pages they’re meant to appear, knowing that context will impact their perceived tone and readability.
Passages that can be repurposed for press releases and other public communications will be included in the PDF style guide.
Video
We’ll anchor the site in a short video that encapsulates the organization and its mission. We’ll use existing footage captured in the field, and we’ll seek to interview key leadership in the UK and Jordan, whose unscripted responses will be edited into a narrative that conveys the program’s urgency and authenticity.
A clear, intentional name costs nothing for an organization to acquire, yet has more enduring impact than any video, website, or ad campaign money can buy.
Like all intangible assets, it can be difficult to quantify its importance. There are, however, several practical areas in which its value is readily apparent.
- In a crowded landscape of NGOs fighting for the hearts and minds of supporters, a memorable name ensures you stand out. A name built on commonly used words creates enormous challenges for SEO and organic online visibility.
- A powerful name embodies your values and story, creating a rallying point for staff, supporters, and partners. It signals clarity and confidence, and leads to stronger logos, campaigns, and materials.
- In the best cases, a name alone can create an emotional connection.
It can be difficult for any organization to reimagine something as fundamental as its very identity, but this is precisely what we advise you to do. Having operated until now largely out of the public view, you have a unique opportunity to adopt a powerful new name without the costs and constraints typically associated with a company rebrand.
So while Restoring Hope speaks broadly to the initiative’s impact, its ambiguity and passivity leave unclaimed the many opportunities of a more powerful name. And while there are many different directions we might explore together, I invite you to to consider the name I'll present below. I've sat with it for several weeks now, and it has only grown stronger.
The name is rooted in the timeless symbol of the sycamore fig tree—a source of shade, strength, and renewal throughout the Middle East. The image evokes resilience, shelter, and the possibility of new life taking root, even in the harshest soil.
Whether the name is adopted verbatim or inspires an iterative process, we'll endeavor to build a brand identity that reflects the importance of the work.