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PMNCH

BRAND STRATEGY + IDENTITY + CONTENT + PRINT + DIGITAL

PMNCH for Women, Children and Adolescents

Elegant advocacy  — PMNCH, persuasive changemakers who actively advocate for women, children, and adolescents.

The warmth of colorful partnerships, a coalition of cultures, and an amalgamation of perspectives brings PMNCH’s vision to empower people across the world. With over 1000 partners from 192 countries, PMNCH collectively works on its mission to mobilize, align and amplify the voices of partners to advocate for women’s, children’s, and adolescent health and well-being, particularly the most vulnerable.

The Focal Shift - Evidence-Based Advocacy

With their 2021-25 strategy, PMNCH has shifted their earlier focus on maternal, newborn, and child health to women, children, and adolescents’ health and well-being. They wanted a new identity that would resonate with this renewed mission - a bold voice that brings out their evidence-based advocacy approach. This new perspective transformed how PMNCH would now operate and called for a change in their perception - from laborious and complex machinery to an approachable partnership community.

New Vision = New Identity  

PMNCH’s 2021-25 strategy redefined their vision of a world in which every woman, child, and adolescent can realize their right to health and well-being, leaving no one behind. This projected the need for a cohesive identity which highlighted the positive vigor of people coming together for change to respond to varying needs and common goals.

The new identity had to echo unity, diversity, and inclusivity while making all their partners feel a part of this larger community. It needed to reflect the infusion of partnership, knowledge, and evidence-based advocacy for a seamless digital communication strategy.

A Humanistic Style

The focus group is  - women, children, and adolescents. The humanistic identity reflects the joy of empowerment, equity, partnership, and inclusivity.

PMNCH + for: The final logo has a circular ring that embraces the human characters, the PMNCH acronym, and the word ‘for’. The word ‘for’ is a preposition representing active advocacy and draws focus to the organization’s purpose. This system allows the different parts of the logo to have multiple manifestations based on the organization’s numerous objectives and communication goals - for change, for women, for children, for adolescents, and more.

Characters & Colours

Emphasizing visual characters helps remove language and cultural barriers in communication. The PMNCH Pictionary is a democratic branding system where the characters come alive in many roles and colors and represent cultures and people worldwide, thus representing a wider global community.

Storytelling through four color palettes — three for their key focus areas SRHR, Adolescents and Women and children, and one primary palette for general use. Each hue, paired with subliminal messaging, emotions, and feelings elaborates the vision of change from various perspectives.

Advocacy In The Digital Space 

The extensive set of 226 characters and more than 65 environmental elements empowers PMNCH to create impactful stories which adapt to a unique digital communication style. This broadens the brand’s identity beyond the boundaries of simple logos and type and illustrates a contemporary brand system with a high recall value.  

PMNCH’s new identity and branding system give them a new palette of colors, humanistic elements, and flexibility that inclusively conveys their stakeholders’ story in the digital landscape while advocating for a united global mission.

Team

Nishtha Sharma
James Thottan
Era Namjoshi
Ajay Sharma
Mohan Godwal
Saumya Mittal
Sukanya Panda
Nishita Karun
Tarka Patil
Sujatha Shankar Kumar
Anthony Lopez

Support

Vijay Soreng
Zeena Lopez

 

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