Rebrand Global Fund for Women to raise awareness about the organization and women’s human rights. As one of the world's biggest foundations for gender equality, they champion grassroots organizations fighting for gender equality. Since 1976, they’ve supported work in over 175 countries, helping to win rights for millions of women and girls. But the brand was tired and they were losing advocates to newer organizations with less experience. Although though they were pioneers, they weren’t seen as the thought leaders they needed to be in order to grow.
The new positioning and identity needed to work a lot harder to explain the work they do besides being a women’s fund. Their new tagline, Champions for Equality™, builds on their name and clearly communicates their stake in the ground. For their logo, we created an equal sign using the negative space in the letter ‘E’ as a simple and memorable way to visually communicate their new positioning. We then developed their brand launch strategy with the #Determined campaign which tells the stories of brave women and girls standing up for the right to self determination.
Their bold position, identity, messaging and launch campaign appeals to a broader audience, simply tells their story and is helping them to become the ‘go-to’ on gender equality. Employees feel a new sense of comradery and pride and can clearly articulate the Global Fund for Women story and understand how their work impacts the fight for gender equality. Brand awareness for the launch campaign increased dramatically with over 74 million social media impressions and an increase year on year of 500% in social media engagement. It was the most successful brand and campaign launch in their 28 year history.