A classic conundrum. How do you refresh a brand so that it encapsulates new scope and reach without abandoning core values and confusing longtime stakeholders? That’s the rite of passage we helped GBCHealth navigate on the eve of its tenth anniversary. 

Shorter, sweeter, smarter. The organization’s original name—The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria—was both a mouthful and an obstacle to communicating a mission that had broadened. So we helped the organization’s leaders reach consensus on a more fitting moniker: GBCHealth. 

Making their mark. We paired the new name with a logo that captured the organization’s get-it-done ethic. And we grounded it all in positioning that set GBCHealth apart in the crowded field of global health. 

Operating instructions. We capped our work by producing a comprehensive BrandMap™ to serve as the definitive go-to guide for GBCHealth and its agencies.