A full rebrand for Pax for Peace

For over 75 years, PAX has worked on peace together with peace workers around the world. But as the largest peace organisation in the Netherlands, it remained largely unknown, especially among younger generations. Even as its mission becomes increasingly urgent. At the same time, NGOs face a new reality in which people increasingly take matters into their own hands.

To help PAX stand out in a crowded field, I drew inspiration from the structure and principles of labour unions and repositioned PAX as a global union. A movement of peacebuilders where everyone, from donors to activists, plays an important role in building peace. Allowing people to actively work on peace in their own way, transforming it from a passive ideal into something they can build and belong to. All captured in the new pay-off: Make peace work.