Mercy Corps: Mercy Corps Global Brand Refresh
Inspiring and motivating a global team in a competitive philanthropic landscape and with only a fraction of the budget typically invested in such a project, our mandate was to help change lives for people facing the world's toughest challenges.
- Client: Mercy Corps
- Agency/Company: Mercy Corps
- Project: Mercy Corps Global Brand Refresh
- URL: View online
- Team Members: Dara Royer, Chief Development & Marketing Officer
Jennifer Dillan, Creative Director
Stuart Iwasaki, Sr. Graphic Designer
Lisa Cicala, Senior Producer and Editor
Mazana Bruggeman, Graphic Designer
Lenore Ooyevaar, Graphic Designer
Kirsten Anderson, Project Manager
Jennie Hayes, Writer
Marbry Walker, Graphic Designer
Thomas Patterson, Content Asset Specialist
Elaine Beatley, Project Assistant
Powered by the belief that a better world is possible, Mercy Corps partners to put bold solutions into action - helping people triumph over adversity and build stronger communities from within.
A comprehensive brand book with visual identity and messaging guidelines.
An online brand portal with templates, tools and brand photography for global use.
Updated swag available to the global team.
An updated brand video for launch.
An #WeAreMercyCorps launch video with globally crowdsourced content.
For Mercy Corps to respond to the world's greatest challenges, it's critical that we raise funds and elevate the organization's profile. Yet perhaps even more important is our ability to rally our global team behind a common cause. So two years ago we embarked on a ground-up evaluation of our brand to unite the global team and clarify who we are, what we do and why we matter.
The brand refresh had to happen during ongoing humanitarian crises, global development and policy work. It also had to make sense globally, for nearly 5,000 team members in 42 countries working in dozens of different sectors. In spite of these challenges, the team built a visual and messaging identity system that distilled our brand positioning, behaviors and voice.
The refreshed brand was rolled out as scheduled at the global leadership gathering in Uganda in January 2016. The brand presentation received the event's only standing ovation and was the highest-rated session of the week long gathering. This prompted the CEO to send a global message to the team about the energy behind the new brand and his support for the new direction. Immediately, the field teams began embracing and activating the brand in their own countries. Visits to the online brand portal tripled immediately. A global outpouring of support rolled in. While the brand momentum continues to grow, we continue our important work around the world.