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Sabukan


Sabukan

The Clara Lionel Foundation (CLF) supports international education, health and emergency response programs, and engages in global advocacy initiatives with the goal of improving the quality of life for children. It was founded in 2012 by Robyn “Rihanna” Fenty in honor of her grandparents, Clara and Lionel Braithwaite.

 

Brief

At the time, CLF's identity was unfamiliar, indistinct from other non-profits, and failed to resonate with an audience that included Rihanna's young and sprawling fan base. Their mission needed clarity as CLF had acted as a face for all of Rihanna's diverse philanthropic projects regardless of a united theme. Their website was a reflection of this, and with new leadership changes, the CLF team approached Critical Mass looking to reintroduce the brand to the world and build a new mission and vision for themselves.

Solution

Our team at Critical Mass repositioned CLF as an ambitious organization focused on international education and health initiatives, particularly involving underserved children. The dynamic logo and visual system is a nod towards the youthful energy of the brand and the unique qualities of the individuals supported by the foundation. The new positioning and copy reintroduced CLF as a strategic organization with roots and momentum, while urging Rihanna's fan base to get excited and involved. 

 


CLF WEBSITE LAUNCHES SOON
CLF INSTAGRAM

BRANDING, ART DIRECTION: Donica Ida
CREATIVE DIRECTION: CONOR BRADY, SIMONA TERNBLOM
DESIGN: GABBY BURLESON, ANDY WONG
UX: EVA ECKERBLAD
STRATEGY, COPY: CAMERON PEGG, GEOFF ROECKER
PHOTOGRAPHY, VIDEOGRAPHY, TECH: CMNY