Client Name: Life In Abundance (LIA) International
Creative Firm: Rule29 - Geneva, IL, USA
Creative Team: Justin Ahrens – Principal & Creative Director; Kerri Liu – Senior Designer; Kara Merrick – Designer; Craig Clark – Designer
Issues associated with healthcare, economic empowerment, HIV/AIDS education and community development in the most impoverished areas of the world are difficult to describe to someone who has never seen it close up. According to Rule29 Creative in Geneva, Illinois, charitable organization Life in Abundance (LIA) wanted to "capture the beauty of the people they serve while at the same time show the need and the various factors that they deal with in their world." Rule29 created LIA's Urban & Rural Hope Book, a publication designed to help tell the story of the reality in sub-Saharan Africa and raise money for the organization. Imbued with classically pan-African colors and textures communicating some of the "ever-present grit" in the urban and rural slums, the book's pictures tell most of the story: The agency found it difficult to edit down the abundance of photographs showing people who have so little abundance of their own.