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Client: Casa do Menor

Melhorar o futuro deles

Brand identity design for an Italian-Brazilian non-profit organization operating in the favelas of Rio de Janeiro and Fortaleza. 

Refreshing and modernizing the positioning and brand identity of an Italian-Brazilian NGO that in 30 years of work has saved over 100 thousand of children from streets and poverty.

The story:

Funded in 1986 in the outskirts of Rio de Janeiro by an Italian missionary, Casa do Menor has an unwavering commitment to fight violence and children neglection in some of the poorest areas of Brazil.

As its internal structure became more complex and the stakeholders number started to grow, in 2017 Casa do Menor asked Kongo to help them with the evolution of their brand image: a new identity to celebrate 30 years of activity that needed to appeal to an international audience of donors and partners as well as to stand out in a crowded panorama of NGOs.


KongoDesign set up a specific change management methodology to federate all employees and volunteers around this new landmark and thus avoid resistance to change.

After an internal audit on the existing tools and the definition of future needs and means to engage, Kongodesign led working groups in the different countries to build a new presentation of the NGO, on its missions, its ambition, its values, and to lay the foundations of a new message. A work which, to be successful, has been validated by all the members of the association.

A fundamental step that also allowed to federate all teams – Italians, Brasilians and French – and to give a new breath for the next programs to be carried out.


The methodology for the new visual identity:

The logotype regrouping 30 years of work and experiences, had become too complicated to use, difficult to recognize, and needed to be modernized.

We got members of Casa do Menor to work on the symbols and meanings of the old logotype, in order to decide together what needed to be kept.
By using the colour codes of Brazil, we proposed a more modern identity, still in the codes of a Brazilian general public but at the same time able to speak to and reassure a public of donors all over the world.

Based on the idea of protection and welcoming, of children and benevolence, the logo emphasized the kite, symbol of children playing in the Brazilian streets.


Brand identity refresh, graphic and photographic territory.