Client

RTI International

Project

Act to End NTDs | East Branding

Client

RTI International

Project

Act to End NTDs | East Branding

Background

Led by RTI International, the research and technical services organization, USAID’s Act to End Neglected Tropical Diseases | East program required branding for its launch in Southeast Asia and East Africa. Act to End NTDs | East supports national governments in their efforts to reach WHO-neglected tropical disease control and elimination goals through proven, cost-effective public health interventions. They also provide critical support to countries striving for self-reliance, helping them to create sustainable programming for NTD control within robust and resilient health systems.

Audience

Global NTD community

Health and development community

US policymakers

American people

Multilateral, bilateral and other technical and funding institutions

Media

Services Provided

Identity development
PRESENTATION-icon-white-01
PowerPoint Presentations
BROCHURE-icon-white-01
Brochures

Challenge

To aid in this launch, OHS was tasked with developing the brand to infuse the passion, impact, and mission of the program into its visual story. With “neglected” being a major hurdle for this organization, they needed us to create branding that would get global attention in a crowded space.

Approach

To create momentum around this program, the graphics had to be impactful. Being mindful that these NTDs are treated at a community level—and by community volunteers—we wanted to feature graphics that were relatable at a local level. We spent time researching graphics, colors, and patterns relevant to the different geographic areas where the program was launching.

Methodology + Deliverables

Armed with our research, we began as we do with all branding projects, by developing mood boards to explore color, fonts, brand imagery, iconography, and other graphic devices. 

Moodboard

Armed with our research, we began as we do with all branding projects, by developing mood boards to explore color, fonts, brand imagery, iconography, and other graphic devices. Knowing the client’s stance that imagery should always focus on the positive and never exploit poverty, we designed hand-rendered patterns and paired them with optimistic key images from local towns and villages, bold use of color, and typography with a hand-rendered style. With all of these elements working together we were able to create a brand that felt genuine, active and energetic.

  • CORE THEMES

    Optimism

    Authenticity

    Passion

    Importance

    Energy

  • KEY ELEMENTS

    Bold use of color

    Patterned backgrounds

    Typography with a hand-rendered style

    Additional bright colors

Brand Collateral

The branding was rolled out as an overview brochure, comprehensive PowerPoint templates with multiple options for color and pattern combinations and reporting templates. Each of these features different combinations of colors and patterns to keep the brand fresh and flexible.

Overview Brochure

Reporting template

PowerPoint Template

A Style Guide was developed to provide a visual roadmap for anyone working on the brand

Response

Making the cover of the local paper in Uganda, the official program launch was met with great enthusiasm. The RTI leadership team and USAID were pleased, specifically stating how much they like the new look and feel for the program.