Jhpiego have been breaking down barriers to high-quality healthcare for the world’s most vulnerable populations for more than 40 years. In order to engage effectively with potential funders, they needed a new identity to communicate their mission and values with greater impact, personality and focus. All of this with a name that some people (ok, a lot of people!) find difficult – if not impossible – to pronounce. To clarify: jhpiego = jay-pie-go. Easy! But don’t take our word for it; check out some attempts at pronunciation by clicking here…!
We conducted a series of workshops with the CEO, Leadership and Global Communications teams in Baltimore to determine Jhpiego’s core proposition and positioning, their values, personality and tone of voice. This resulted in a thorough design brief which was presented to – and approved by – key stakeholders prior to the commencement of the design process.
The people at the heart of Jhpiego’s work; parents and their children were our inspiration. The universal image of a child being carried by a parent spoke instantly of care, support, and partnerships. The comparisons between this relationship and Jhpiego’s work of carrying forward the health of nations and their global partnerships supporting families and communities led to our ‘eureka’ moment.
We seized that letter ‘J’ to create an iconic monogram capturing the special relationship between a parent and its child, as well as Jhpiego’s commitment to helping others. Paired with a semi-colon, the connection is made – literally and figuratively – to the organisation’s essential mission and its ambition, which is also reflected in the new tagline that we originated also: saving lives, improving health, transforming futures.
When I think about our experience working on our recent brand refresh, three things come to mind. Our agency listened. They really took the time to learn about what drives our work, who are our target audiences and worked with us to identify tangible goals for the refresh and a plan on how to reach them. They delivered. Jhpiego’s new look and messaging is bold, visually beautiful and reflects the best of who we are and what we do. We are already seeing impact. The feedback from our staff around the globe, partners, social media and importantly, our board members, has been extremely positive. Within a day of the official launch, our social media following grew significantly and our country offices from Kenya to India were using our new look and the support materials that our agency helped develop in inspiring ways.
Thanks to them, we now have a look that is as powerful as the work that we do.
Dr. Leslie Mancuso
President and CEO, Jhpiego