Elles Dansent
Dance for life
France
Paris
Moteur! is a dedicated French charity focused on youth empowerment, supporting young people from underprivileged backgrounds through storytelling and mentorship. In the dynamic and competitive non-profit sector,
a compelling brand is as crucial for a charity as it is for any enterprise.
Moteur! needed to transcend its established image to effectively communicate its distinctive mission and profound impact, paramount for connecting with both its beneficiaries and crucial donors.
The core challenge for Moteur! was to translate its deep commitment to youth into a strategic brand identity that truly resonated and stood out. How could the organization effectively convey the transformative power of its work –sparking potential and driving change in young people’s lives– in a way that was both inspiring, memorable, and clearly articulated its unique approach of cultivating individuality through gratitude?
The existing identity needed a reimagining to elevate visibility, strengthen emotional connection, and attract both youth participants and vital donors.
We identified Moteur!’s unique approach of fostering individuality through gratitude as a powerful differentiator. CBA’s role was to leverage this insight, defining a new brand platform and positioning around the concept of “ignition” –a metaphor for sparking potential and driving positive change in young people’s lives.
This highlighted that Moteur! wasn’t just providing support; it was igniting a personal journey of self-discovery and connection. This presented a chance to create a brand identity that was dynamic, optimistic, and deeply aligned with its mission to inspire action and cultivate uniqueness.
Our Unordinary Idea transforms Moteur! from a simple support organization into a catalyst for personal transformation. “Igniting potential through daring gratitude” emphasizes the active role of gratitude in unlocking individual potential and fostering unique identities among youth.
This concept is bold, action-oriented, and deeply emotional, pushing against the expected passive perception of charity work. It positions Moteur! as an active force that sparks inner change, making it unforgettable and inspiring action for both beneficiaries and the wider community.
To bring “Igniting potential through daring gratitude” to life, CBA Design reimagined Moteur!’s positioning, brand platform, brand identity and experiences. The logo’s exclamation mark became central, symbolizing energy, action, and the spark of gratitude. We crafted and integrated the core message, “Daring gratitude to cultivate one’s uniqueness,” alongside the signature, “A thank you that changes your life, A thank you that connects us,” emphasizing connection and transformation.
A vibrant colour palette and dynamic typography were chosen to reflect optimism, diversity, and the energy of youth. Design elements were made adaptable to ensure consistency across all platforms –digital (website, social media), print materials (brochures, reports), and events– enhancing Moteur!’s visibility and reach.
Since its launch, the rebranding has significantly elevated Moteur!’s impact and visibility.
The pro bono project has won a Red Dot Award 2025 in Brands & Communication Design (Brand Design & Identity).
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