Concern Worldwide is a high-profile brand, whose long-standing recognition by the Irish public is a key part of its success. This said, the organization approached Red Dog to see how they might rework their existing visual identity, refreshing their visual language and making the various parts of it more confident and coherent. Following the redrawing of the Concern Worldwide marque, which strengthened its logotype and introduced a single brand colour (an impactful green), we designed a set of water-tight identity guidelines, created with fitness for purpose in mind – the small-format, integrated Pantone swatch sheet (for colour-matching) and guidance on branding vehicles, for example, are specific to the needs of Concern staff working in the field globally. An accompanying ‘brand story’, presented in the same format, backs up the guidelines in a clear, inspiring narrative about who Concern are and why their brand is so important.