The brief was to rework the image and to develop a new visual language for Diakonie, a charitable organization of Protestant churches in Germany. It was to be direct yet dignified, concrete yet emotional. The design concept uses illustrations and an eye-catching style that allows difficult issues to be visualized with a sense of hope. A motif was created for each of the various support areas where Diakonie works, treating issues in a catchy way without using clichés. Diakonie uses the illustrations to expand its communicative options, whether in print as postcards and posters or via microsites and social media – Diakonie is taking a new and progressive approach to social marketing.