All human beings are born free and equal in rights and dignity. But in reality, everywhere in the world, the fundamental rights of many people are insufficiently or not at all respected.

WSM is a Belgian NGO that strengthens and connects social movements around the world on a daily basis to enable current and future generations to enjoy the universal right to a decent life and unconditional social protection. WSM’s identity was heterogeneous (depending on the geographical area or language) and its acronym no longer reflected the essence of the organization. Hoet&Hoet conceived a single brand platform for the entire organisation, accompanied by an elevator pitch allowing everyone to take ownership of the brand message. We also developed a logo rooted in action, supported by a baseline and a slogan that underline this new dynamic. The identity was completed with graphic elements, useful to boost communication and to assert the organisation’s personality on various media.