With bold use of imagery and colour, the new assets aim to get people talking about water, sanitation and hygiene in developing countries.
Since 2010, Toilet Twinning has been an international non-profit that funds global water, sanitation, and hygiene (WASH) programmes run by Tearfund – a Christian charity that partners with churches in over 50 of the world’s poorest countries.
As Stuart Lee, director of global fundraising and communications at Tearfund, says: “Globally, the toilet crisis is urgent. People are getting sick and even dying simply because they live too far from clean water or a decent toilet.”
Now Toilet Twinning has unveiled a new visual identity and a creative campaign designed by London creative studio Wildish & Co. Both aim to spark conversation and engage people while still communicating the seriousness of the issue.
Logo and visual identity
A new logo, which integrates a hand-drawn toilet icon, anchors the brand with an unmistakable look that speaks to both the personal nature of the cause and the global impact of each donation.
The design team took pains to maintain brand recognition while evolving the logo to feel modern and dynamic. Its bold, rough-edged design symbolises the movement’s energy, while custom illustrations with thick outlines and a distinctive hand-drawn feel lend a sense of authenticity and approachability to the visuals.
In terms of typography, the choice of Nikkei Journal Ultrabold for headlines ensures maximum impact, giving the brand a modern and strong presence. This is complemented by Knewave Regular, a hand-drawn accent font, which brings a touch of texture and an approachable nature to the overall design.
A vibrant blue serves as the brand’s primary colour, symbolising trust and impact, while white provides a clean, fresh contrast that reinforces clarity and accessibility. Meanwhile, a selection of pastel tones adds a sense of warmth and complementarity to the boldness of the blue, offering visual balance and variety.
The custom illustrations were created with rough, thick outlines and a hand-drawn style that echoes the brand’s visual language. These elements, combined with playful messaging stickers, bring a sense of cohesion to the design, ensuring the brand maintains a memorable and engaging presence across digital, print, and experiential media.
“We wanted the brand to feel energetic and dynamic while keeping it grounded in the core mission of Toilet Twinning,” explains Sam Fresco, managing director at Wildish & Co. “By using a combination of bold fonts, a striking colour palette and custom illustrations, we’ve created an identity that is both approachable and impactful, perfectly encapsulating the urgency and importance of the cause.”
Creative campaign
With the refreshed visual identity in place, Toilet Twinning has also launched a campaign entitled ‘Find Your Toilet’s Other Half’, a creative call to action that connects donors’ toilets with those in countries helped by Tearfund’s WASH programmes.
“Far apart, but close at heart” is the story behind the campaign, in which twinned toilets worldwide are symbolically linked through design and message.
The campaign’s framing device—the spotlight—visually highlights the connection between toilets around the world, while the custom stickers, illustrations and playful typography bring a sense of fun and intrigue to the messaging.
The designs here are rooted in the same spirit as the brand identity: engaging, bold, and visually distinctive. Similar use of custom-made illustrations, the bright blue colour palette and bold typography, help the message cut through in a crowded market.
All in all, it’s an undeniably eye-catching campaign designed to make people stop, think, and act. “We’re playing with convention to break through the noise and get people talking about WASH in a completely different way,” says Sam.
Media touchpoints
The creative needed to work across a variety of media—digital, print, out-of-home, and more—so it was essential that the design be both flexible and impactful. From social media campaigns to offline activations, the bold visuals and clear messaging are designed to speak to a broad range of audiences, from younger digital natives to older, established supporters.
By tapping into a broad spectrum of audience segments, Toilet Twinning is reaching people at all stages of the giving journey, whether they are discovering the initiative for the first time or returning to twin their toilet again.
Toilet Twinning is already seeing early success with the campaign, which brings a fresh, creative approach to raising funds for Tearfund’s global WASH initiatives. The charity says the new designs and messaging are key to building long-term supporter loyalty and raising awareness about the WASH crisis.
