Branding
BRANDING
& IDENTITY
Background
At it’s founding, The Task Force for Global Health was originally known as “The Task Force for Child Survival and Development” and focused solely on efforts to provide care to children around the world. As the organization gained momentum and delivered results, external groups sought our expertise in addressing health problems that devastated all populations and demographics, not just children. Over the last 4 decades, several new initiatives joined us to become distinct programs that addressed specific health problems, and the organization evolved to become The Task Force for Global Health as it’s known today.
Creating a new Brand and Identity
The Task Force for Global Health sought to breathe new life into its brand. We aimed to create a warm, modern, and approachable identity that would resonate with both experts and the general public. By unifying the various programs under the Task Force umbrella and developing a robust digital presence, we strived to strengthen the organization’s impact and reach.
To learn more about the specific challenges and goals of this project, explore the tabs below. Or, dive right into the heart of the rebrand by checking out the new brand identity.
The Challenge
Once known as The Task Force for Child Survival and Development, this organization has evolved to address a broader spectrum of global health challenges. While renowned within scientific and health circles, it sought to expand its reach and influence. The old brand identity, characterized by its staid appearance, dull colors, and text-heavy design, no longer resonated with a wider audience. To better reflect its mission and appeal to untapped markets, a fresh, modern approach was necessary.
The Goal
To elevate its brand and broaden its appeal, The Task Force for Global Health will undergo a strategic rebranding. The core identity, including the logo, will be refined to maintain its prestige while adopting a more friendly and approachable aesthetic. This refreshed visual identity will resonate with both expert and lay audiences, fostering a deeper connection with the organization’s mission.
A key component of the rebrand will be to unify the diverse range of programs under the Task Force umbrella. By establishing a consistent brand voice and visual identity across all programs, the organization will strengthen its overall impact and ensure that the Task Force is recognized as the driving force behind these initiatives.
A comprehensive brand communications strategy will be developed and executed to effectively convey this unified message. This strategy will include:
- Brand Guidelines: A detailed document outlining the brand’s visual identity, tone of voice, and messaging principles.
- Marketing and Communications Campaigns: Targeted campaigns to raise awareness of the Task Force and its programs.
- Digital and Social Media: A robust digital presence to engage with audiences and share stories of impact.
- Internal Communications: Building a strong internal brand culture to align employees and partners with the organization’s vision.
By implementing this rebranding strategy, The Task Force for Global Health will solidify its position as a leading global health organization, inspiring greater support and driving positive change worldwide.
The Results
The brand refresh modernized the traditional logo, emphasizing “Global Health” to reflect the organization’s core mission. This approach maintained brand recognition for familiar audiences while conveying approachable prestige to new ones.
To engage a diverse global audience, we incorporated data-driven infographics and diverse characters representing different ethnicities, abilities, ages, and styles. Strong photography and stylized typography enhanced the visual appeal, while a vibrant color palette, complemented by the iconic Task Force blue, modernized the brand and made it more attractive.
Personality
Examples of digital and print communications including social media posts, event artifacts and communications resources.
Campaigns
CAMPAIGNS
Background
In 2024, the Task Force for Global Health celebrates its 40th anniversary. The momentous event is an opportunity to honor our history, the people we have served, and those who have contributed to the organization, showcasing our collective impact and building momentum for tackling future global health challenges. This is a chance to show our gratitude to our partners, donors and supporters and to officially open The William H. Foege Collaboration Center in honor of the great mission and vision of our founder- Dr. Bill Foege.
This campaign was incepted in Fall of 2023, and will carry through 2024, with the highlight event being a celebration event in May 2024 for our partners, donors, founders and supporters hosted at our headquarters in Atlanta, Georgia, USA.
Goals
- Impact and Our Unique Narrative: Increase awareness of The Task Force’s work by celebrating 40 years of impact and sharing compelling storytelling, including our origin story – unveil William H. Foege Collaboration Center
- Gratitude: Show our appreciation for our partners and donors – and honor our founders, those who now serve and have served The Task Force, and those who’ve benefited from our work
- Engagement: Deepen and build new relationships with partners, funders, and the Atlanta community, resulting in new opportunities to expand our influence, resources and collaboration
- Springboard for Action: Present a compelling vision of The Task Force’s future to inspire current and future partners, thought leaders, donors and supporters
Campaign Elements
- Branding and visuals
- Website
- Promotional Film
- Environmental Marketing
- Media Pitches
- Internal Event: TFGH 40th birthday party for employees
- External Event: VIP event for partners, donors, speakers
- Lobby Visitor Center reveal
- William H. Foege Collaboration Center – dedication and grand opening
Add Your Heading Text Here
Media Coverage
- Patrick O’Carroll, The Task Force President & CEO, was featured in the Infectious Diseases campaign of the Guardian, History shows value of partnership to tackle health challenges.
- Dr. Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization (WHO), provided remarks at Task Force’s 40th anniversary congressional reception in DC. Read Dr. Tedros’ remarks on WHO’s website here.
- Atlanta media outlet The Champion highlights role of Senator Warnock and WHO Director-General in celebrating Task Force anniversary. Read more.
- WSB-TV’s People 2 People highlighted Task Force’s work in an interview with Task Force President and CEO Dr. Patrick O’Carroll. Watch the first part and second part of the interview.
- The Atlanta Journal-Constitution (AJC) published this 1,500-word feature interview with Task Force co-founder Dr. Bill Foege about The Task Force, online and in print. The extensive feature covers the genesis and history of The Task Force, as well as success stories, our 40th anniversary and global progress on child survival.
- Atlanta Business Chronicle published an interview with Task Force President and CEO Patrick O’Carroll, “On Leadership: Philanthropy & Nonprofits: The Task Force for Global Health marks 40 years with an eye on the future” in the form of an online article.
- The Atlanta Business Chronicle’s podcast is part of the WABE Studios Podcast Network and ran on air on WABE-FM (Atlanta’s local NPR station) in its “On Leadership” segment and was posted on WABE-FM’s website.
- The Saporta Report published Task Force President and CEO Patrick O’Carroll’s guest column, “Decatur-based global health nonprofit marks 40 years of impact and partnership”
- Decaturish.com published “Task Force for Global Health opens William Foege Collaboration Center in honor of 40th anniversary”on the occasion of the opening of the William H. Foege Collaboration Center at our 40th Anniversary celebration on May 9.
Background
In April of 2021, The Task Force for Global Health hosted the “Spread Truth, Not Disease” virtual hackathon. This event enlisted undergraduate and graduate students around the world to find solutions for public health challenges that stymy efforts to eliminate neglected tropical diseases (NTDs)—namely, the spread of misinformation about efforts to prevent and treat them.The Challenge
NTDs affect more than 1 billion people worldwide and can lead to disability (including blindness and the enlargement and hardening of the extremities) and stigma if left untreated. The diseases are preventable and treatable, as described here by program experts. In fact, the World Health Organization has set goals to reduce and ultimately eliminate these diseases, some as soon as 2030. However, people are sometimes unwilling to accept treatment due to disturbing rumors they have heard. The goal of the hackathon is to generate creative solutions to this problem.
The Campaign
Produce a call to action campaign to reach students in universities around the world encouraging them to participate in our hackathon by displaying their fresh thinking and innovative ideas to improve health systems globally. Our campaign consisted of the following elements:
- Branding and visuals
- Press invitation
- Media Pitch
- University Appeal: Flyers/Emails
- Newsletter Message
- Website
- Awards and Recognition
Results
Sixteen teams of four competed to win $2,000 and the opportunity to showcase their work in a virtual booth at the “Innovation Lab” trade show during an annual conference to optimize research on NTD control and elimination. The winners shared their findings with NTD leaders who could opt to use their project work in their research and outreach to endemic communities.
They each received $500 and a virtual booth at the Coalition for Operational Research on Neglected Tropical Diseases Annual Meeting Innovation Lab, Nov. 8-10, to share their solution with NTD community experts.
46 Participants
16 Teams of four graduate and undergraduate students per team
17 Countries
Applicants from Zambia, United States, United Kingdom, Uganda, Tanzania, Sweden, Spain, Sénégal, Nigeria, Nairobi, Canada, Malawi, Kenya, Iran, Ghana, Ethiopia, Cameroon
25 Areas of study
Biochemistry, Biology, Business, Human health, Clinical and applied sciences, Economics, Education, Engineering, Health science, Criminal justice, Infectious and tropical diseases, Management, Mathematics, Medicine, Microbiology and parasitology, Neuroscience, Nursing, Pharmacology, Physics, Physiology, Political science, Public health, Rehabilitation, Zoology
The Winners
Lymphatic filariasis medicine packs wrapped in a label illustrated in a local Tanzanian comic book art style. The comics are widely recognized by locals, and require little to no text to explain the story.
This packaging treatment, which is already recognizable and trusted in the region, will help local people understand why and how to use the medicine to prevent disease.
“We identified that the framework for drug administration was a cause of concern as a lack of clear labeling and information about the disease, and administration by community outsiders, exacerbated mistrust in the drug, albendazole. Our solution primarily targets a male audience, includes information on Lymphatic Filariasis and drug dosing, uses Swahili terms for the disease, clarifies misconceptions about how LF is spread and the role of the drug in prevention, in order to educate and instill confidence and trust in the drug.”
Background
In 2020, the COVID-19 pandemic forced The Task Force staff to work remotely, disrupting our usual in-office collaboration towards health equity. Undeterred, we took our mission outdoors!
To foster a sense of community during isolation and continue supporting underserved communities, we launched a fundraising walk-a-thon. This initiative allowed us to promote health, raise crucial funds, and ensure access to care for those most in need during the pandemic.
The Campaign
Our inaugural virtual walk/run, “Steps-to-Protect” – a nod to both physical activity and our commitment to vulnerable populations – launched on August 1st, 2020, culminating on World Humanitarian Day, August 19th. This event championed racial and health equity, with funds directed towards two organizations chosen by our staff:
- Clarkston Community Health Center: This local center provides vital care to uninsured and underserved residents in and around Clarkston, Georgia, playing a crucial role during the COVID-19 pandemic.
- Black Lives Matter: This national movement aligns with our core values of social justice, advocating for the rights and well-being of Black communities.
We selected these organizations because their missions resonate deeply with our dedication to health equity and social justice for all.
“It is inspiring to see how this unprecedented and trying time has galvanized people to put actions behind words and come together for the betterment of humanity, while physically being apart. With the deepest respect and gratitude, we congratulate and thank each and every one of you who donated, walked and ran with us for health equity and social justice for all.”
Results
- 112 participants
- 2,000+ collective miles covered
- $6,700+ raised
- Top finishers
- 117.4 miles
- 101 miles
- 100 miles
- Top fundraisers
- $665
- $425
- $330
Experiential Design
EXPERIENTIAL
DESIGN
Background
The Task Force completed the renovation of its new headquarter building at the end of 2023, and it was time to implement a visitor center in our newly refurbished lobby. We wanted a space that would welcome all audiences– those who are very close to and familiar with our organization as well as newcomers and students who may have never heard of us before.
Photo Credit: Marlo Herring Photography for The Task Force for Global Health
Goals
The visitor center would be a visually appealing and interactive welcome point, where guests may peruse on their own through a self guided experience, or as a touring focal point for our staff to walk with our guests and showcase our history, mission and work.
Solution
- Welcome and Introductory Segment
- Timeline
- Three pillars of The Task Force for Global Health
- Interactive Map of Stories
Working with a small creative fabrication firm Shibui Design, we produced a large, interactive lobby display timeline. Details include our history, key moments in time, and three interactive touchscreens with videos and content produced internally by our creative team. All content and curation of artifacts was produced or provided by our creative team, and the end result was a magnificent display that engages all ages and audiences.
Publications
PUBLICATIONS
DIGITAL & PRINT
Background
The Task Force for Global Health produces an annual report highlighting our work as an organization with updates from each of the 17 programs housed within.
Report elements include notes from the CEO, achievements and obstacles, program data, and a financial snapshot to illustrate the use of funds allocated to administrative and global health project efforts.
The Challenge
Historically, the annual reports were printed multi-page brochures, which, while visually beautiful, were
- difficult to track for performance measurements;
- unforgiving if any data or programmatic errors were printed;
- could become cumbersome to carry and deliver to prospective parties at meetings and conferences;
- and didn’t provide opportunities for engagement.
The Goal
The goal was to produce a report with content that was
- Engaging and visually pleasing
- Trackable with key metrics
- Editable in case of last-minute updates to data or errors
- Easily delivered or transported to mass audiences
- Provided opportunities to engage with current and prospective audiences
Printed annual report 2017
Printed annual report 2018
Printed annual report 2019
The Solution
I sought to modernize our approach to the annual report by transitioning from print media to an entirely web-based experience.
The focus of the report would be heavily human-centric stories of the people we served around the world, highlighting how our organization’s efforts led to a better quality of life for them.
This allowed for a wider audience to understand our mission, become engaged in our work, and be moved to support our efforts in the future and impact even more people around the world.
Special Features
- Interactive maps
- Dynamic stories
- Innovative call to action
- Unique user experience
- Shareable and trackable
Click below to view the live sites:
This Results
- Increased readership
- Increased subscribers
- Increased audience engagement
- Increased funding & donations
- Increased website visitors
- Increased career & internship applications
- Awards received
Special features snapshots
Digital reports snapshots
Website Optimization
WEBSITE
OPTIMIZATION
Client: Advisor Outreach
Industry: Financial Consulting
Project: New Website
Timeline: 10 days
Background
Advisor Outreach sought a website redesign to modernize their brand and better engage their target audience. Their goals included:
- A contemporary aesthetic: Clean, modern design to simplify information and stand out from competitors.
- Enhanced communication: Clear presentation of results and key messages.
Valuable resources: A dedicated section for financial advisors with industry news and tools.
The Solution
I delivered:
- Visually appealing design: A refreshed color palette and vector graphics created a modern look and feel.
- Improved user experience: Content was condensed into easily digestible blocks on the homepage.
- Data-driven focus: Key performance data was highlighted for immediate impact.
- Strategic calls to action: Multiple CTAs were seamlessly integrated throughout the homepage.
- Dynamic content hub: A blog with news and resources was added to boost engagement and SEO.
