The Global Fund is the world’s largest fund for prevention, treatment and care programmes for the world’s deadliest infectious diseases, HIV, TB and malaria.

Our role was to refresh and revitalise the brand definition and visual identity, positioning the organisation for continued success in a changing, complex landscape in the middle of the COVID-19 pandemic.

We began with extensive formative research, including desk research, media coverage and social analysis, and 60+ internal and external stakeholder interviews. This research unearthed key ingredients of their brand DNA, such as their impressive impact, ability to unify and their commitment to challenging power dynamics to ensure that those with lived experience shape the solutions that impact their lives.

To inspire our creatives, we positioned The Global Fund as an unstoppable force, leveraging collective momentum to beat the world’s deadliest infectious diseases. This resulted in a refreshed brand definition and visual identity, which was activated across all communications.

These strong foundations supported The Global Fund to achieve a record-breaking replenishment and continue its life-saving work.