DUHA runs three separate qurban operations. The obligatory qurban at Eid al-Adha, a smaller one at the end of Ramadan, and the vows, charity and akika sacrifices that carry on all year. In a feed they blurred into one another, and a price posted for one could be read as the price of another. So each operation got a colour. Brown for the Eid al-Adha qurban, taken from the coat of the sheep. Night navy for Ramadan, after the sky of Laylat al-Qadr. Deep burgundy for adak, sadaka and akika. Anything that belongs to DUHA rather than to one operation stays in the house colours, Heritage Green and Pure Beige. The social media kit turns each of those into key visuals and a grid plan, and the same rules carry off the feed into the bag the meat arrives in, the tote handed out in Indonesia and the gift label that travels with it.

One word carried the whole of Qurban 1447. Hakkıyla, done rightly, the way the act deserves. The main posters put the families receiving the meat at the centre and set the verses about sacrifice beside them. The 4'4 series then took four numbered posts to say what DUHA does differently. Half the meat can come back to the donor. A recipient can be nominated. Payment can be spread. The donor can go along to the distribution. The season opened on an invitation in Shawwal and closed on a countdown to the eve of Eid.

DUHA also takes qurban at the end of Ramadan. A shorter season with a narrow window, and one that should never be mistaken for the main one, so we moved it into night blue. The proxy guide gathered the options and the delivery cities onto a single post. In the final week the number of proxies still open became the countdown itself.

Vows, charity and akika sacrifices answer to no date, so this line runs right through the year on its own burgundy and its own mark. Aerial photographs of the herd frame the posts. The days that do carry a date, Ashura among them, get a last call of their own. The location pin poster puts the whole promise, your proxy is our trust, into one image.

Almost everything DUHA promises happens somewhere its audience will never stand. Crews on the ground shot the footage from our briefs, and the briefs decided what each film had to show and how it should be shot. On the farm we asked for the ordinary care of a working day, feeding time through to the barn doors at dusk. In Indonesia we asked for the handover itself, close enough to catch the volunteers with the bags and the families taking the meat. That material now feeds the posts, the reels and the posters of every season.

A campaign has to hold up on the website and in the hand as well as in the feed. We designed the homepage sliders in Turkish and English, for desktop and for mobile. And for anyone who would rather hold something, a folded brochure walks through the qurban process and the ways to pay.