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Creating wealth together

We Effect, a Swedish aid organisation founded in 1958, promotes worldwide self-help initiatives to alleviate poverty and suffering. The work is partly funded by charity donations across Sweden.


When it comes to galvanizing support, long-term aid is no match for the immediacy of emergency relief. And despite being smoothly run and highly reputable, the organisation has had difficulties recruiting regular donors.

Doctors, reporters, teachers, musicians and clowns – all these organisations are “without borders.” Another name was needed.


Going beyond crafting a long-term strategy, we were tasked with defining the organisation’s core purpose. After all, it’s hard to attract funding without one. A name change – from the unimaginative ‘Cooperation without borders’ – was essential. Reaching out to people, so they can help themselves out of the poverty trap, is a great example of the “we effect” in action.


The brand platform has been uniformly implemented and works as a point of departure for all communications. The new name, We Effect, is a relevant and emblematic reminder of the benefits of long-term, self-help aid.

What we did

  • Brand activation
  • Brand platform
  • Brand portfolio strategy
  • Design applications
  • Design platform
  • Insight platform
  • Naming and nomenclature