It's one thing to sell soap. But how do you package and offer to the world the message of love, truth, peace, right conduct and non-violence that drives the humanitarian work of SQ- Worldwide?
If you're Mijo, you begin by identifying a strategy that embraces the organization's immersion in ancient spiritual teachings. Then the strategic brand agency helped transform what was Born Free Now into SQ-Worldwide. Mijo redeveloped the organization's brand and communications while ensuring its core message remained intact.
“The project was challenging because it is so very different to what we have done before,” said Daniel Gomez, partner and brand strategist at Mijo. “SQ is not selling a product, rather it is promoting a value system that is working to change the way we live for the better – to create a real paradigm shift in society.
We have an organization that is modern and forward looking and is made up of a very dynamic and creative group of people who deeply believe in what they do and base their practices on ancient teachings. The challenge for us was to communicate that effectively.”
SQ-Worldwide is based in Ireland and the United States and is committed to improving the lives of disadvantaged people and communities around the world. Working with Mijo! Brands, the organization created a trinity of daughter organizations to provide better and more far-reaching services: SQ-Wellness; SQ-Foundation; and SQ-Fortune. Senior designer Niqui Harwood created the new brand identity for the organization.