Fairtrade Finland wanted to introduce their new, global visual identity and strategy in social media. I designed a concept and visuality for a social media campaign that introduced three main themes from the strategy with new visual identity. Each strategic theme was paired with a quote or a story of a Fairtrade farmer. Unified color coordination and use of Fairtrade signature icons as labels tied themes together. The main visual idea was to turn key elements from the iconic Fairtrade logo, circle and wavelike shape, as a recognizable visual elements used in social media. These visual ideas are also carried on in the social media image templates released in November 2021.