RIF (Reading Is Fundamental)

Description / Credit

Agency: Mother New York / Mother Design Creative Director: Michael Ian Kaye Design Director: Christian Cervantes Design: Chris Rogers, Wei Lieh Lee, Christian Cervantes,Matt Wenger Mother: Krystle Loyland Strategy: Marissa Shrum, Phil Graham Photographer: Josh Dalsimer Illustration: Mark Giglio, Dan Stiles, Todd St. John, Steven Harrington Font: Bold Monday, Christian Cervantes, Matt Wenger Producers: Hannah Glazebrook, Shalini Carbone, Jordanna Vogel

Reading is Fundamental (RIF) is the nation's largest child literacy organization. Their mission is to empower children to take the future into their own hands through book distribution and community reading programs, especially in underprivileged areas where only one in 300 kids owns a book. Today, RIF provides 4 million children with 15 million new, free books and literacy resources each year.

Our objective was to bring RIF back into the spotlight via a culturally relevant branding campaign that would inspire people to feel part of the organization as opposed to feeling obligated to donate to it. The identity system is dynamic, fluid and modular, so it can thrive in a digital environment, proving that RIF believes in books, not binding, and solidifying their place in the modern non-profit landscape.