Case study

Helping one organisation speak to very different audiences

Humana People to People Belize works nationally across community-development and donor-funded programmes, while many of its partners and supporters are international.

That means its communication has to work in very different situations: explaining programmes to communities, reporting progress to donors, promoting initiatives publicly, supporting fundraising and representing the organisation consistently across projects and sub-brands.

The challenge

A community poster, an annual report and a fundraising campaign may all come from the same organisation, but they shouldn’t communicate in the same way.

Different audiences need different levels of detail, different visual cues and different ways into the information.

At the same time, everything still needs to feel recognisably part of the same organisation.

My role

I first worked with the organisation from inside, with responsibilities spanning graphic design, visual communication and grant writing. Since 2022, I’ve continued supporting it independently.

That long relationship means I understand more than the visual identity. I know the programmes, audiences, funding context and practical realities behind much of the communication.

My work included:

Defining brand and sub-brand guidelines, refreshing identities and developing new ones

Creating and adapting educational, informational and promotional materials across print, digital and events

Bringing together and designing annual reports, project communication and presentations

Adapting the communication at scale

The organisation works nationally, with many international donors and partners, so its communication has to work across very different audiences and contexts.

A report needs structure and navigation. An educational poster needs to make detailed information approachable. A social post may have only seconds to attract attention. A donor-facing document needs enough detail to support understanding and confidence.

Its public communication can also travel widely, with individual promoted posts reaching tens of thousands of people and some exceeding 100,000 views.

The aim is not to make everything look identical. It is to make different things feel like they belong together while still working for the people they’re actually for.

What this case shows

Working across the organisation over time means I can make design decisions in context rather than treating each output as an isolated task.

The format may change from document design to educational material, promotion or presentation, but the questions remain connected:

What does this audience need?
What should they notice first?
How much detail do they need?
How should this represent the organisation?

Different audiences and formats need different solutions, without losing the organisation behind them.