Case Study: Amistad International

Non-profits present unique branding challenges. These organizations must appear to be professional, while at the same time modest and fiscally responsible. Amistad International is a small charity with a broad global reach. Their programs include providing humanitarian aid and meals to Mexico’s Huichol Indian communities and free primary school education for children of lepers, beggars, and refugees in India. They sponsor agricultural training for HIV+ women and AIDS widows in Kenya, basic life necessities for orphans in Haiti, training in job skills to widows and at-risk teens in Kenya, and much more. Unlike most charities, over 90% of donated funds go directly to program services.

Amistad International came to us for assistance in creating fund-raising materials. While doing an audit of their identity, website, newsletter, and other communications, we quickly saw how they could be much more effective. We offered to re-evaluate the expression of their brand across the board, and we continue to provide ongoing support for them as needed. The result? Higher visibility and a significant increase in donor support.


Identity design
Annual report redesign
Creative direction
Website design

Amistad International logo
Kenyan children in food line
pages from Amistad International's newsletter
Amistad International website
poster design featuring Huichol Indian art
“Amistad International has engaged the services of Lauren Smith Brand Communications since 1999 because they understood and conveyed our vision and message more clearly (and beautifully) than any design and branding firm we have engaged before. Lauren is simply one of the best designers in the Bay Area.”

Karen Kotoske
Founder/Executive Director, Amistad International