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Integrated communication campaign

Alif Se Aman

Peace begins with a first step.

Client
USIP
Year
2024
Alif Se Aman’s illustrated vocabulary of kites, chai, flowers, wheat and doves

For the United States Institute of Peace (USIP), Miradore developed Alif Se Aman as a complete campaign in 2024. From strategy and identity to animation, the website, social content and film production, one idea connected the work: peace takes shape in how we listen, learn and make room for one another.

MIRADORE’S CONTRIBUTION
  • Campaign strategy
  • Brand identity
  • Animation
  • Website
  • Social content
  • Film production

THE FIRST LETTER. THE FIRST STEP.

Make peace part
of the everyday.

Alif begins the alphabet. Here, it also begins a conversation. Familiar cultural symbols and a bilingual voice make room for stories about kindness, inclusion and belonging.

Original orange campaign artwork asking in Urdu: What is peace?
A simple question opens the conversation: “What is peace?”
Ghost Schools of Balochistan: a campaign editorial cover combining classroom photography, torn paper and bold typography
Editorial cover design for the campaign’s multimedia platform.
Original Alif Se Aman graphic layout, combining cultural motifs, Urdu lettering, a dove, scales and a kite
A modular graphic vocabulary for the campaign’s social communication.
Alif Se Aman Christmas Day cover: hand-drawn tree, vivid red background and campaign identity
Christmas Day communication, carrying the campaign identity into a seasonal story.

ONE IDEA, ACROSS EVERY EXPRESSION

A shared language.
Many voices.

The identity carries across animation, the website, social content and films. Colour and pattern connect the pieces; the subject gives each one its own voice.

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