AS BIG LITTLE CARAVAN OF JOY CONTINUES TO GROW WE NEED TO CREATE A BRAND
ALIGNMENT SYSTEM TO CONNECT CHILDHOOD NOW’S BIG LITTLE CARAVAN OF JOY AND ITSDISTINCT CONTINENTAL PROGRAMS.
BACKGROUND

THE CHALLENGEPart of Childhood Now, The Big Little Caravanof Joy (BLCJ) is an international initiative thatempowers individuals and communities throughthe arts, culture and play-based programming.
Created in 2009 by arts educator and global
child advocate Sarina Condello, The Big Little
Caravan of Joy’s arts programming waslaunched within rural communities in Africa.

As BLCJ continues to grow and expand,establishing a unified brand identity is critical.
The evolution of BLCJ programming has
spawned several branding offshoots, which
has resulted in brand fragmentation andcauses confusion with constituents andfunders.

Since its inception, BLCJ has provided
programming to over 25,000 children in 100
communities and 9 countries.
With the model successfully established, BLCJ
plans to expand its program delivery in 2020 toSouth America and India.

We are looking for you to create anoverarching identity for BLCJ with distinct
brands for each continent’s unique subprogram. Each brand is required to standalone and respect the cultural nuances of thecontinent while relating visually to theoverarching BLCJ brand.
Please see additional reading for more
information about current branding structure.

BRAND IDENTITY
Be Relevant – Easy to understand what the program is delivering under each banner
Be Memorable – Create a lasting impression
Be Simple – Joyful, happy, yet not patronizing or juvenile
Be Credible – Communicate our quality, expertise and trustworthiness while still signalling ourplayful nature
Be Relatable – Especially for participants, but also to potential philanthropic and corporate donors
Be Non-Political – No colour choices that align with any national identity or flags

WHAT’S ESSENTIAL?

WHAT TO CONSIDER

DELIVERABLESVISIONA world in which all children have theopportunity to explore, express and connect
with their identity through art and play
MISSIONTo empower the lives of vulnerable children,and those who care for them, through arts andplay based programming.
VALUESThe Value of the Big Little Caravan of Joy(BLCJ) are deeply embedded in:
Compassion, Loving, Kindness, Safe & Joyful
Space, Spirit of Celebration, Connection,Inclusivity. Engagement and Encouragement.

1) Create an overarching identity for BLCJ
We are open to dropping the words “BigLittle” and having Caravan of Joy as theoverarching brand
2) Create synergistic BLCJ sub brands. See
additional reading for specific program
names and essential elements
3) Create a new or adjust existing BLCJtagline.
Currently: Empowering lives through thearts.
USES--Must be adaptable for use in a variety ofapplications and cultural contexts
Must be scalable from billboard tomobile devises and be extendable acrossdigital, merchandise (especially T-Shirts)
social media and experiential contexts.
Once we have agreed upon our brandidentity we will develop a standalone
BLCJ website where the brand identity
will come through in full force.

LINKS
HTTP://CHILDHOODNOW.CA/
HTTPS://WWW.YOUTUBE.COM/WATCH?V=ECX_H9FM

CTIHTTPS://WWW.FACEBOOK.COM/THEBIGLITTLECARAVANOFJOY/We recognise that our arts based branding
has become confusing and we often
encounter many questions around all thedifferent arms of our charity.
Many funders have expressed to us that thearts are designed to be fun and do not haveeducational merit and this is NOT the case
Our programs utilize the arts, culturally
relevant platforms and play based teachings,
in all its forms, to empower the potential ineach and every child we reach and in doing
so equip them with confidence, educationand essential life skills.
We are passionately dedicated to supportingchildren to reach the power of their own
potential through the power of the arts.