Brand Identity
Social Media Templates

Building a brand-within-a-brand for UNICEF’s Office of Innovation


Building a brand-within-a-brand.

The UNICEF Office of Innovation (OOI) is one of UNICEF’s newer departments. Having grown fairly rapidly since their launch, they approached Rooftop to help create an official brand identity that was individually recognisable, but still honoured the principal UNICEF brand.


Using familiarity to build a strong connection with a new sub-brand.

The OOI wanted to build a recognisable brand-within-a-brand, that would be used in all communication assets to help support fundraising efforts, and to highlight the OOI’s work in promoting innovation in UNICEF offices around the world.

The purpose of the UNICEF Office of Innovation is to encourage creativity and ingenuity within the organisation, and to identify ideas or concepts that can be financed, developed, adapted and scaled-up to support UNICEF projects and meet the needs of children around the world.

Rooftop’s challenge was to use the globally-recognised UNICEF corporate identity to create a separate, stand-out brand for the OOI that still retained the familiarity of UNICEF.


Developing and launching the OOI’s new identity.

The Rooftop creative team began by developing an identity based on the round UNICEF logo. We wanted to ensure that the OOI identity was connected to UNICEF, but incorporated enough unique elements to ensure that it was recognisable as its own brand.

This initial step was done in close collaboration with the client to ensure that our point of departure was approved before developing the brand-related assets.

Once the direction was approved, we experimented with applying a narrow selection of colours from the secondary UNICEF colour palette to the OOI brand. This helped give the OOI brand a ‘colour theme’ and personality. We then added some graphic elements, and applied them to all of the deliverables and assets required by the client.

Below is a short description of each asset that the Rooftop team delivered.

Impact brief:

Impact brief:

The impact brief is an informative document describing the OOI’s purpose, needs and impact. Rooftop used content supplied by the client to create the 10-page digital PDF document featuring easy-to-read text, explanatory infographics, maps, key statistics and visually impactful image treatments.

Due to a relatively short timeline, we developed the impact brief in parallel to the OOI brand, but it helped inform much of the design that would ultimately end up creating the OOI identity.

Logo and logo animation:

Logo and logo animation:

The client provided us with the ‘Office of Innovation’ name and asked that this wording, along with the UNICEF logo, form the basis of the new logo.

Strict dusage policies meant that our creative team needed to treat the UNICEF logo very carefully, adding to it in such a way that it did not infringe on the UNICEF identity.

Several concepts were presented to the client, and once the final logo was selected, the animation team created a short logo animation that would serve as an end tag asset for any future video requirements.

Brand book:

Brand book:

A comprehensive 25-page brand book was created to outline the logo and brand elements. It includes details about the correct usage of these elements and various sample applications across different media.


The OOI also requested some stationery designs for their day-to-day communications including email signatures, a letterhead and a newsletter header which reflected the new brand identity.

PowerPoint templates:

As part of the OOI’s communication toolkit, Rooftop created a 43-page branded PowerPoint presentation template. Four different colour schemes were tailored for different audience types including conservative, technical and vibrant. Each page in the template features a different application or combination of elements including text, images, statistics, maps, charts, graphs and tables to suit the needs of the OOI in the future.

Social media cards

Additionally, Rooftop developed a social media pack of six different posts incorporating a mix of static, carousel and animated assets to launch the new brand on OOI’s Twitter and Instagram platforms. Key messaging was developed along with selected visuals to help create recognition and convey the new brand’s personality and purpose to the public.

We also developed four social media templates that OOI can adapt for use for future events, job vacancies, press releases and quote cards.

Static cards

Animated cards

The Result

The new identity was successfully rolled out to the public, and has been adopted by UNICEF’s OOI internally to be used across all of their media assets.

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