UNLOCKING THE
ESSENTIAL TRUTH
FULFILLING A
BRAND PROMISE
THE GLOBAL FUND
REBRAND
LEARN MORE
BRAND TRANSFORMATION
EFFECTIVE POSITIONING
THROUGH DESIGN SYSTEMS
Union worked seamlessly with Fathom + Hatch bringing clarity and definition to the Global Fund’s brand system, by translating the strategic thinking through to an impactful design concept. We audited, analyzed and redefined the brand and the entirety of all of the visual touchpoints.
The overall brand system was extremely comprehensive covering digital platforms, publications, communications materials, grant management documentation to static and moving visuals including video and photography to environments and interior space.
IDENTITY AND INTERIOR AUDIT
AN OBJECTIVE ASSESSMENT
The preliminary phase of the project was an exhaustive analysis of all aspects of The Global Fund's communications materials. Each item was evaluated against the newly formalized brand positioning. The exercise revealed significant issues as well as several opportunities for harmonizing with the new positioning.
In the resulting report, Union made granular recommendations that would inform the comprehensive redesign of all internal and external communications materials.
RETOOLING THE LOGO
STRATEGIC EVALUATION AND INCREMENTAL IMPROVEMENT
Embracing the core brand attributes (modern, designed and high-impact), Union explored opportunities for improving scale relationships and alignment, reducing noise and making the logo more considered, consistent and decisive.
Union sought to reduce visual noise, refine the trefoil mark and shift to a more geometric typeface (which was then customized). The resulting logotype and mark hew close to the original sans the baggage. An identity refresh in the truest sense.
Reducing extraneous elements was a driving factor in the rebrand process. The logo rework exemplifies that approach.
BRAND SYSTEM & TEMPLATES
EXPRESSING THE BRAND ETHOS
The Global Fund required a flexible and robust system of communication templates optimizing utility for a diverse user base.
Union designed a comprehensive 500+ piece template system encompassing three-tiers and twelve color schemes and ten logo language variants. In addition to the templates, Union designed a broad range of design prototypes for implementation by Global Fund communications department.
The new look was ultimately carried through Global Fund's website, video and social media communications.
In order to ensure adoption of the new system and maximize ease of use, key templates were created in ten different language variants.
ICON SYSTEM
DISTILLING KEY CONCEPTS
A distinct and expandable icon system tailored to the new brand was one of The Global Fund's core requirements. Given its worldwide audience, non-verbal communication tools are integral for conveying complex concepts.
After extensive exploration of concept representation, the ultimate formal strategy was based on the Fibonacci grid — this was key in ensuring formal consistency as new icons get added.
Having been applied across nearly all platforms, the icons have become an essential component of Global Fund communications.
Modular, expandable and legible, the icon system is a reflection of the brand philosophy. A kinetic kit of parts allows for simple expression of complex concepts.
BRAND GUIDELINES
CODIFYING A NEW VISION
A distinct and expandable icon system tailored to the new brand was one of The Global Fund's core requirements. Given its worldwide audience, non-verbal communication tools are key.
After extensive exploration of concept representation, the ultimate formal strategy was based on the Fibonacci grid — this was key in ensuring formal consistency as new icons get added. Having been applied across nearly all platforms, the icons have become an essential component of Global Fund communications.
Less prescriptive than instructive, the guidelines provide tools to empower users to create elevated materials.
SUB-BRANDS
EXPANDING UPON THE FOUNDATION
During execution of the core set it quickly became clear that certain departments and initiatives would require a unique yet complimentary visual expression. Union leveraged key visual metaphors to develop a range of related and distinct mosaic schemes tying each sub-brand back to Global Fund proper. The precedents established with the initial range have informed future sub-brands.
