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For over 50 years, FHI 360 has been a leading global development organization, focused on advancing access and equity with partners around the world. Today, FHI 360 works alongside local communities on the world’s biggest challenges, from crisis response and economic development to nutrition and family planning. As FHI 360 began a strategic planning process, they engaged Additive to ensure that their brand strategy and story would reflect and amplify the new organizational strategy.
Key Deliverables
As an organization rooted in research, a data-driven approach was essential. Our discovery included desk research, qualitative interviews with over 55 stakeholders and quantitative research with more than 1000 respondents, including public and private funders, key opinion leaders and staff, among others. This comprehensive analysis guided all recommendations — from brand strategy and architecture to messaging to visual identity.
Building on the research insights, we worked with FHI 360 to crystallize their brand around mobilizing research, resources and relationships so people everywhere can lead full and healthy lives. Then, we collaborated to reorganize their many offerings, making the portfolio easier to navigate for external and internal audiences alike.
We activated the new strategy through universal and audience-specific messaging, as well as a refreshed logo and visual identity. Messaging formed the basis for a brand launch campaign concept and a brand anthem video script, both of which focused on energizing internal and external audiences alike. The visual identity energized FHI 360’s look and feel while building on existing brand recognition and was designed with access and equity as key considerations. We also developed a suite of ready-to-use templates that were available alongside the launch of the refreshed visual identity.
After facilitating an implementation workshop with key FHI 360 staff, the new brand strategy, messaging and visual identity launched in spring 2023. The visual identity has been implemented on FHI 360’s current digital assets and the messaging was used to introduce and contextualize the new organizational strategy. The brand anthem video, scripted by Additive to launch the refreshed brand, went on to win a silver Telly award in 2024.
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