Digging deep for a radical rebranding

A radical rebranding for Thinkwell

Previously ‘The Institute for Collaborative Development’, these youthful veterans of the aid and development world were at a pivotal point in their growth. They needed a name and a brand which represented both their deep knowledge and expertise but also their radical, challenging and disruptive approach in a world often dominated by protocol, acronyms and red tape.

The new name and identity highlight both deep thinking and their method – they work unconventionally and exclusively in-country, ‘breaking new ground’ in more ways than one. A unique name, and a logo which disrupts in both it’s style and format, combined a mix of colourful local imagery and informality in the imagery and graphics, creates a brand which stands out as much as the organisation itself.

What We Did

  • – Brand strategy
  • – Naming
  • – Brand identity
  • – Web design
  • – Web development
Health financing diagram
Thinkwell logo
Thinkwell stationery
Seated ladies
Thinkwell team member
Thinkwell team member
Thinkwell website
Thinkwell website
Thinkwell website
Boy with wheels

What they said

BothAssociates gave us a new way to think about a brand and what it means for us. Once we started to work with them, there was an obvious click. There is a long learning curve in our business, but Both were able to absorb it quickly, pull out key messages, and feed them back to us in a fresh and useful way.


Kimberly Hirsh
Director of Operations, Thinkwell


Website development: Subzero Studio

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07710 444205