Communicating Progress for the Embassy of Afghanistan

By 2016, as Afghanistan pursued peace, there was an increase in elementary school enrollment and the number of women participating in government. To communicate these gains, Ellen, in collaboration with the Embassy of the Islamic Republic of Afghanistan in Washington DC, created the branding for “The New Afghanistan: A Transformation in Progress.” With photography and infographics, it told an inspiring story, using consistent messaging and imagery, and became immensely popular.

President Ashraf Ghani was so impressed that he requested the English version be translated into Pashtu and Dari. He wrote an introduction and utilized an infographics outreach on social media with the Embassy.

“The New Afghanistan: A Transformation in Progress” effectively branded and communicated Afghanis’ social progress.  It was praised and utilized by foundations, politicians, educators and social reformers throughout the world.