Hasta La Ideas

Foundation Rwanda’s latest fundraising initiative, “Color Rwanda with Hope,” comes with a typographic twist. The nonprofit organization, founded in 2008 by photojournalist Jonathan Torgovnik and former creative director Jules Shell, tapped members of creative agency LBi Syrup to design an original typeface for the multi-media campaign. Rather than whip up something in the studio, where they work on projects for artistically inclined brands such as Bottega Veneta and Puma, the LBi Syrup group traveled to Rwanda and used the artwork and writing of the children they met there as inspirational font fodder. The resulting typeface, “Color Rwanda,” appears on various campaign materials, including the limited-edition coloring books that are at the heart of the fundraiser. LBi Syrup also created a short film (below) for the campaign. All proceeds from the Color Rwanda with Hope effort will help to fund Foundation Rwanda’s work to provide secondary education for the 20,000 ostracized children born of rape during the 1994 Rwandan genocide.
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