The brief was to relaunch the human rights charity's magazine as a more powerful and engaging communication tool, connecting with typically ABC1 readers, and inspire Amnesty members to get more involved with its campaigns, which involve pressure on governments to free political prisoners, among other causes.
Editorial ideas have been introduced to the bi-monthly magazine such as guest columns from Amnesty supporters and features presented in the style of head-to-head debates and diaries.
An editorial board for Amnesty has also been set up to shape the form and content of the magazine in its new design.
Maggie Patterson, editor of Amnesty magazine, said: "We want our new-look magazine to make Amnesty's campaigns come alive and create opportunities for our supporters to get more involved.
"We believe Redwood's creative input will be invaluable for achieving this."
Julie Warkentin, Redwood's editorial director, said: "The result is a complete re-think of the magazine's editorial strategy and design, based on our knowledge of Amnesty's brand value and their target reader's magazine portfolio."
Amnesty International is the third charity to appoint Redwoood in the past 18 months and it now joins NSPCC and Age Concern as a Redwood client.
The newly designed magazine will be launched in May.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .