Rescue A Million Identity

Background:

Rescue A Million is a phenomenal non-profit organization dedicated to saving both children and the environment by splitting donations to feed starving children and plant trees. In this self-perpetuating program, when the trees are harvested for lumber, the proceeds are split again to feed more children, and plant additional trees.

Results:

The identity created by Onit Solutions Interactive for Rescue A Million conveys the process of their self-perpetuating donation program. By using a simple 2-tone color scheme, the figures of the children looking up at the trees gives a more dramatic weight to the importance of planting trees in this program. Additionally, the simple color scheme makes replication among multiple mediums more cost effective to replicate to help conserve this non-profit's marketing costs.