Champions for gender equality.
GLOBAL FUND FOR WOMEN
Global Fund for Women hired us to help raise awareness about the organization and help answer the often complicated question about what are women’s human rights? As one of the world's biggest foundations for gender equality, they champion women-led, grassroots organizations in over 175 countries. Since 1976, they’ve helped win rights for over a billion 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 and reach more people.
Putting their stake in the ground for gender equality.
The new positioning and identity needed to work a lot harder to explain the complex work they do besides outside of being a women’s fund. To keep things simple, we created an equal sign using the negative space in the letter ‘E’ as a memorable way to visually communicate their new positioning.
We paired it with a new tagline, Champions for Equality™, that builds on their name and clearly communicates their stake in the ground. Now, someone that knows nothing about them could more easily understand what they do, who they do it for and why it matters.
A brand launch campaign to rally allies and advocates.
We developed the strategy and concept for the campaign to launch Global Fund for Women’s new brand. It tells the stories of brave women and girls from around the world who are fighting for the right to self determination. The campaign shares the impact of Global Fund for Women’s work, and rallies the support of advocates so they can help the millions of other women and girls who are still denied their basic human rights.
We brought their new headquarters to life using big bold imagery and powerful messaging. The space now embodies their new brand and creates an inspiring backdrop to their work.
#SelfDetermined campaign.
What we delivered.
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Brand Strategy
Research & analysisVision
Brand Architecture
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Brand Voice
Campaign nameElevator pitch
Descriptor
Key messages
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Brand Identity
IdentityFamily of fonts
Color palette
Copy style
Photography style
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Brand Experience
Campaign launch strategySocial media assets
Website assets
#DefendHer campaign.
“Good Stuff Partners have been true partners in every sense of the word. Throughout our branding process, from demonstrating a deep understanding of our needs and vision, to providing supreme creativity, expert project management and nuanced advice at every stage of the branding process, we couldn’t have been more pleased with the collaboration.”
— Catherine King, Executive Producer
Office branding.
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.
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