CARE, the Atlanta based relief and development organization, recently teamed up with post house Big Mouth to produce a series of new public service announcements. The PSA’s unveil the organization’s new logo as well as a sound brand created by Big Mouth Composer John Lambert. “The challenge was to create a... sound brand which would translate well across the many countries and regions in which CARE is involved,” says Lambert. The :05 mnemonic includes the sounds of hands clapping, rhythmic vocals of a choir and even a bird flapping its wings.

Several of the PSA concepts created by CARE Producer Scott Thig pen revolved around the new logo. Big Mouth’s Stephen Cocks used a combination of animation and Flint to create “Discovery,” a spot in which human cells under a microscope lens come together to form the circle of hands that produce CARE’s logo.