Unifying a portfolio of transformational health programs.


Vital Strategies

Naming × Visual Identity × Collateral × Stakeholder Engagement

Role: Co-Creative Director (with Laura Stein)
Studio: Bruce Mau Design

In 2015, The World Lung Foundation and Union North America merged to form Vital Strategies. Formerly, both organizations delivered evidence-based interventions to improve global health issues around respiratory infections, tobacco control, air pollution, and asthma. Together, they have expanded their expertise across a wider variety of healthy issues including maternal health and road safety.

The newly merged group invited the team to develop a new brand name and positioning, visual identity, and launch video. The brand needed to reflect the values of the organization’s new structure — a model that supports the design and implementation of transformational health programs. The brand also had to have a broad appeal, working with city governments, major funders and high-level managers to produce change.

Through an extensive naming and positioning process, Vital Strategies emerged to express the contemporary organization, with a sense of experience and relevance.

We designed an identity inspired by the idea of weaving — woven cloth of different strands coming together as a strong whole. The icon is used as a dynamic graphic device across applications, and a line of the thread becomes the basis for an infographic style throughout the brand and video.