Rebranding WIZO Germany e.V. – From Tradition to Purpose | 2024
Regardless of origin or religion, the NGO Women’s International Zionist Organisation Germany (WIZO) has been committed for over a century to protecting, supporting, and creating future opportunities for disadvantaged children, women, and families in Israel.
With more than 30 social projects on the ground, coordinated from seven locations across Germany, WIZO creates spaces of safety and personal growth — including daycare centres, therapy and counselling centres, women’s and youth shelters, and programs for coping with post-traumatic stress disorders.
Despite its longstanding experience and consistent commitment, the organisation in Germany was facing increasing challenges. Its structures were deeply rooted in tradition, and the average age of its members was rising. At the same time, communication was organised in a decentralised manner, reaching only a limited audience — each local group largely operated independently, and new members were becoming increasingly rare.
From a historically grown organisation to a community newly defined by a clear purpose. At the heart of this realignment is a purpose that provides direction beyond operational activities: “Feel good Management.” This purpose shapes not only the organisation’s social impact but also its public image — approachable, credible, and meaningful.
Three central principles define this self-understanding: equal opportunity and protection for children, women, and families; personal donor relationships built on trust; and passionate volunteerism that connects people. Together, these values form the foundation for a design system that fosters community, demonstrates responsibility, and invites meaningful participation.
Colours, shapes, and symbols in the design were defined through so-called brand filters, based on the articulated community values (diverse, empathetic, competent, passionate, safe, social, transparent) and inspired by the cultural context of Israel, where WIZO operates.
The central design principle: the focus is not on the hardship of those affected, but on the power of support — safety, joy, development. With this approach, WIZO Germany e.V. deliberately positions itself beyond traditional donation aesthetics and uses design as a means of empowerment.
The new corporate identity is more than a rebranding—it serves as a modular, cross-media foundation for networking, visibility, and the ongoing development of the WIZO community. All seven locations now communicate under a unified brand, while volunteers and donors reconnect through digital media and social campaigns. The visual language is designed to invite co-creation and encourage community-driven growth.
In this way, design becomes an active tool in transforming a traditional organisation into a purpose-driven community.
