ABND identified two pivotal factors crucial to Atoot's differentiation:

Localisation:

Atoot closely collaborated with communities to discern their distinctive needs, tailoring their programs to precisely meet those requirements.

Long-term Impact:

The emphasis on localisation also ensured sustained impact. Atoot committed to working with communities over an extended duration- ensuring the efficacy, sustainability and a cyclical trajectory for their projects.

In accordance with these guiding principles, Atoot's core purpose materialised as "Atoot in Mindset. Atoot in Community." It went beyond fostering an unyielding mindset; it encapsulated the commitment to empower girls in regions with limited opportunities. Atoot aspired to cultivate a community where girls not only flourish but also evolve into influential role models for others.

Brand Personality:

Transforming into the embodiment of a “Caregiver” archetype, Atoot's brand personality materialised as a provider of secure environments, a guarantor of lasting impact and a nurturer of a thriving ecosystem. Consequently, the communication tone was meticulously drafted to exude empathy, compassion and a profound understanding of the challenges confronting the community.

Emotional Connection

Using storytelling and real-life example to show how our services can make a meaningful difference

"We are girls.
How can we play?"

Practical Support

Communicating expertise and knowledge in this area, positioning ourselfs as a trusted sources of information and support

Creating safe havens in unchartered territory

Advocacy

Raising awareness of the challenges girls face and push for policies and programs that support them

More Then Just a Game: Building Bridges and Breaking Barriers

From the Field to the Future: Empowering Youth Through Sports and Education

Brand Identity:

In navigating the dynamic landscape of not-for-profit branding, the thoughtful selection of colours for Atoot demonstrates a strategic approach. The distinctive Thriving Coral and Unbreakable Blue were intentionally chosen to encapsulate the essence of Atoot's mission. Thriving Coral, a rare choice within the industry, serves as a symbolic representation of success, approachability and a harmonious fusion of the dynamism of Red and the optimism of Yellow.

Conversely, Unbreakable Blue conveys essential qualities such as trust, strength, purity and transparency—attributes synonymous with the core values of Atoot.

The visual identity of Atoot draws inspiration from the resilient dandelion, symbolising the Atoot community that carry an unwavering commitment with them, regardless of their individual journeys.