Brand book design
United Palestinian Appeal

Nonprofit Brand Strategy & Operations Support

Washington, DC // Ramallah and Gaza, Palestine // Amman, Jordan

The Challenge

The leading U.S. nonprofit for the Palestinian cause

The UPA works to alleviate the suffering of Palestinians in the West Bank, Gaza Strip, and refugee camps throughout the Middle East. They are the leading authority in Palestinian relief, having been established in the 1970s and recognized worldwide for their contributions to the long-term socioeconomic and cultural development of Palestinian society.


With big changes and goals on the horizon, they engaged our team and our colleagues to assist with both internal change management and outreach/projection of a revised brand image.

The Strategy

Our involvement with the United Palestinian Appeal will be to support their internal and external brand needs:

  • In collaboration with our colleagues at Quiet Confidence Consulting, we provided support for UPA’s change management goals, which included internal restructuring, improved SOPs and internal communications, and implementation of a 5-year strategic plan for growth, outreach, and organizational management.
  • We consulted directly with the UPA for their brand revise, as well as how to get buy-in for upgrading a longstanding brand from within the team. We conducted brand consulting and brand audit.
  • We consulted on the logo redesign they created in-house, as well as the palette and typefaces.
  • We devised a style guide / brand book both for internal use and to share with partners, which included brand definition, logo in both English and Arabic, logo misuse, color palette, typefaces, and photography.

I believe that any organization would be very fortunate to have a chance to work with you.

Saleem Zaru, Executive Director United Palestinian Appeal: Washington, DC