Project Detail: JMI Foundation

Jeunesses Musicales International (JMI) is a 70-year old non governmental organization based in Brussels, funded by governments, international development funds, the UN, you name it. Established, important, serious.

The JMI Foundation is an offshoot of JMI. Think of it as the big NGO's dope sidekick with serious street cred—a new and fresh non-profit that raises money to fund projects such as these:  Fair Play, “a global competition for original songs by young bands on the theme of anti-corruption;” Roots-2Roots "supporting young artists' in making big urban and dance floor-tunes; facilitating sound systems for change." You get the picture.

The Foundation's brand had to express this rebellious youthful creativity without straying too far from its NGO heritage (the UNHCR ain't handing 50-thou to 50 Cent after all, feel me?). It had to maintain a family resemblance to JMI without being derivative or identity-less. The foundations online presence, necessarily, had to be media rich and socially networked, interactive, and versed in both music and internet culture. And international: all pages available in three languages, with more to come. Oh, and did I mention that the budget was non-profit small.

Our solution: a visual identity that combines gritty textures with a sober color palette including the established JMI red and logo mark. A flexible ExpressionEngine site mashed up with Twitter, Facebook, YouTube, Vimeo, Soundcloud, Flickr, and e-tapestry for donations. Commenting encouraged. Donations accepted. Go check it out.