For the past decade, Many Hopes worked primarily in Kenya, focusing their efforts on building a school for young girls living in extreme poverty. This singular project is what most of their supporters associate with their brand. But Many Hopes does much more than build schools, and as the school project in Kenya finalized, they planned to expand into other countries. Whiteboard partnered with Many Hopes to better clarify their core belief and articulate the fullness of their strategy. We built a brand expression that centers around their child-centric ideology, fundamentally believing in an oppressed group's uncontrollable motivation to fight back against the causes of their oppression. This new brand platform shifted Many Hopes' positioning and visual expression to revolve around the brand's heroes: the kids.