Sydney creative agency Marcel has enlisted its leading creative talents and developed the new brand identity ‘For Every Child’ for the United Nations Children’s Fund (UNICEF).

The rebrand was unveiled today at the UN in New York City to mark the 70th anniversary of its founding and its vital work for the most vulnerable children.

The new identity is being used by UNICEF offices, active in 190 countries and territories. The international organisation faces unprecedented demand for its services in support of millions of children around the world.

UNICEF chief of brand building David Ohana said, “UNICEF’s new brand positioning reflects our commitment to promoting the rights and improving the lives of the world’s most vulnerable children by providing life-saving aid and long-term support.

“At a time when nearly 50 million children have been uprooted, more than half driven from their homes by conflict, UNICEF is needed now, more than ever.

“UNICEF’s brand is widely known, in large part due to the extraordinary efforts of our staff and partners working around the clock, in some of the toughest places, helping those at greatest risk and in greatest need. Curiously though, our association with children is surprisingly low – less than 50 per cent of people in a recent global survey… which is one of the things we aim to address.

“This is the first time UNICEF has undergone a brand repositioning in over a decade. Ultimately we hope this exercise helps UNICEF attract new audiences, partners and donors – in support of our work for and with the most at-risk and excluded children.

“Through this re-branding, our goal is to convey, in a powerful and distinctive way, what UNICEF stands for, in everything we do, in every country we work, in a way that is relevant to our audiences.

“It has been a pleasure to work with David Nobay, Simon Lister and the team on this truly global collaboration.”

Marcel Sydney creative chairman and founder David Nobay added, “We are honoured to be able to use our creative skills to help advance the important work of UNICEF. We hope our contribution will help make a difference and ultimately help millions of children in the most difficult situations.

“With UNICEF we visited some of the most impoverished places on earth. We hope the rebrand and the short film we have created together highlights the very real and immediate needs of these children. Ultimately greater recognition will help UNICEF’s efforts to raise awareness and much needed funds.

“This has been a major effort by our teams in Sydney and New York and is a personal highlight of my career. We had the privilege to collaborate with many talented people who have dedicated their whole lives to helping others.”

The new branding will be rolled out across the UN agency over the next one to two years.

The team at Marcel led by David Nobay worked in very close collaboration with Paloma Escudero, David Ohana, Angus Ingham and Eric Dekoninck to develop the new identity, film and public service announcements.