New branding and positioning for an NPO

Global Antibiotic Research & Development Partnership

The non-profit organization Global Antibiotic Research & Development Partnership (GARDP) is committed to developing new treatments for drug-resistant infections. But they can’t do this alone, which is why they hired Enigma to help them improve their branding and positioning in order to be successful with their latest campaign.

Ambition

GARDP aims to raise 500 million euros for their research and innovation project “5 by 25” which has the goal of developing 5 new treatments for antibiotic resistant infections by 2025. To successfully reach this goal and to be able to make life changing discoveries the NPO needed a more human and approachable identity. This new identity was then to be reflected in different types of corporate documents such as brochures, annual reports but also newsletters and of course in the campaign “5 by 25”.

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Action

Before we go about changing things Enigma always starts out with an analysis. In this case we analyzed the current branding of GARDP as well as the branding and positioning of competitors. Based on this and the results of the Creative Footprint Workshop Enigma and GARDP developed a new brand. The new visual universe was efficiently created by using the innovative method of a design sprint, which leads to concrete results fast.

Now the branding of GARDP truly reflects their purpose, their beliefs and their value proposition, from brochures, to business cards and social tiles to activity reports. And with the style guide that sums up the new brand guidelines, the coherence of any new marketing materials can easily be ensured.

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Impact

Their professional and clearly positioned yet human brand was translated into marketing materials. With these assets in hand, GARDP is well equipped to achieve its goal of raising 500 million euros and making significant discoveries in their fight against antibiotic resistant diseases.

With the up to date branding we are now launching a digital advertising campaign for GARDP with Google Grants. Google Grants offers NPOs up to 10’000.- CHF of free media space per month, with this we have a great basis to push the project “5 by 25”.

Credits

Strategy & Project Management Emilie Guido