GBCHealth
How do you grow a brand gracefully?
It’s the challenge every successful organization eventually faces: How do you refresh a brand so that it encapsulates new scope and reach, without abandoning core values and confusing longtime stakeholders? That’s the rite of passage we helped GBCHealth navigate on the eve of its tenth anniversary.
The organization’s original name—The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria—was both a mouthful and an obstacle to communicating a mission that had broadened to include other health issues. So we helped the organization’s marketing team, management and board reach consensus on a more fitting moniker: GBCHealth.
We paired the new name with a logo that captured the organization’s passion, energy and get-it-done ethic. And we grounded it all in new positioning that set GBCHealth well apart in the vast and crowded field of global health.
Our collaborative process for evolving GBCHealth’s brand included interviews with coalition members, exploration of the brand personality, message development, and more. We capped our work by producing a comprehensive BrandMap to serve as the definitive go-to guide for GBCHealth and its agencies.
GBCHealth launched its new brand to enthusiastic reviews at a star-studded anniversary gala in New York City. When the party was over, GBCHealth was poised to enter the next phase of its history with identity refreshed and a brand flexible enough to go wherever the organization’s mission might take it.
Identity
BrandMap detail
BrandMap detail
