Funky Citizens Rebranding

The 13-year-old NGO (and my closest client relationship since 2023) had the goals, had the funky people to make change happen — but lacked strong branding. That’s when they called me and my team to come up with a strategy and visual identity that would be unified, bold, and also convey all the different things they do: combating disinformation, advocating for change, recruiting vote observers, driving change in small communities, and analyzing government public spending.

No easy tasks. After two months of meetings and exploration, it became clear how the new Funky would shake up the NGO sector — with simple yet bold branding that helped them stand out in their category while preserving their heritage for a loyal fanbase.

The results didn’t take long to show. In just two years since the rebranding, Funky Citizens gained over 15 million in reach, thousands of followers, and some great true fans. Most of the people know about them now, and some even label them the “angels of democracy.” Their biggest hit was during the presidential elections, where they gained a historic number of observers in Romania — over 2,500.