> It’s a new act for ACT Responsible

In a time where good causes and social responsibility are bigger than ever before, the association ACT Responsible is relaunching its brand with a modern new look to better promote its increased range of initiatives. Launched in 2001, ACT Responsible has been defined by its annual “Great Ads for Good” exhibition during the Cannes Lions International Festival of Creativity. While the exhibition is still a central part of ACT’S identity, today the association offers much more. ACT has worked over the past eighteen years to build a strong network of communication professionals who believe it is the industry’s responsibility to promote ethical issues and responsible practice in order to create a more equal, united and sustainable world. Today, ACT offers a collection of initiatives created in collaboration with experts. Used to promote ethical causes and raise awareness about important issues, this increased reach allows ACT to give these campaigns more exposure. “Through this rebranding, we want to reaffirm that we are more than ever present, open and driven to promoting ethical advertising, shown through our new and strong logo. Our aim is to clarify and clearly establish our different initiatives. Now, in addition to the exhibition — which was previously embodied through our “meeting point” logo — we have, along with a committed partner, developed an ecosystem of initiatives that value good cause campaigns” said Isabel Kurata, co-founder in charge of development. The rebranding was achieved thanks to a voluntarily group of fifth-year students from digital & communication design department of the e-artsup Graphic Design School. Twelve students, supervised by Raphaël Thomas, developed the project for six months on the complete re-branding including the creation of logos and graphic chart, videos and animations, a launching campaigns and a website (act-responsible.org), to offer to the association a new skin.