Amnesty International Thailand

Amnesty International Thailand has been at the forefront of Human Rights issues in Thailand for almost 60 years. During this period, the organisation has evolved and today is at a crossroads which poses a question – does being perceived as a highly activist brand by various important stakeholders in Thailand, still support its ultimate goal of being able to affect positive change in society? Or should the organization consider alternative approaches that may be more effective in achieving their brand purpose?

Services

Brand Research
Quantitative Study
Brand Strategy
Brand Identity
Brand Expression
Brand Book
Communications Guideline

Solution

Amnesty International Thailand covers some polarising subjects depending on your point of view. It was therefore essential to implement some quantitative research to understand the varying viewpoints of different demographics in Thai society. At the same time, various stakeholders were interviewed to ascertain their perspective on the brand and the local cultural context the brand operates in and how that can impact the organization moving forward.

By executing market research and several sessions with stakeholders, it became clear that a different approach was needed for the brand to best achieve its goals. While maintaining its core ethos of international solidarity and be a loud voice to call out injustice when it occurs, the brand needed to evolve by also being more approachable and welcoming to different stakeholders and take a central, progressive role at the centre of human rights in Thailand.

This adjustment in positioning was reflected in the updated brand identity and expression which sustains its core mood and tone but with added freshness and warmness. We hope that this update will benefit humanity and create a fairer society in Thailand and beyond.

Testimonial

Amnesty International has stood alongside the people of Thailand since October 1976, championing human rights and justice.

In recent years, we faced a critical challenge: how to align Amnesty’s global identity with the Thai cultural context in a way that resonates authentically and powerfully.

To address this, we partnered with LIQUID, a meaningful and trusted collaborator, to reimagine our brand strategy and presence in Thailand. Through rigorous research and deep engagement with our supporters, partners, and the wider public, the LIQUID team identified key drivers and cultural barriers that shape perceptions of Amnesty in the Thai context.

With insight and creativity, LIQUID developed a bold new brand identity and narrative—one that honours Amnesty’s global values while reflecting the lived realities and aspirations of people in Thailand. The result is a strategic roadmap that strengthens our ability to connect, mobilise, and make a lasting impact.

We thank the LIQUID team for being a committed and insightful partner in this journey. Their contribution has empowered us to move forward with clarity and renewed purpose, as we continue building a society grounded in dignity, human rights, and justice.

Piyanut Kotsan
Director, Amnesty International Thailand