Image of happy kids in background, with logo NI placed in front.

Nutrition International

Rebranding for a not-for-profit that is tackling malnutrition worldwide.

Project Summary

Project Type

Identity Design

My Role

I created the new brand identity and presented designs to client stakeholders.

Recognition

2017 Marcom Awards
Platinum: Branding, Nutritional International

Platinum: Branding Refresh, Nutritional International

2017, Summit Awards
Silver: Logo Design, Nutritional International

Platinum: Rebrand, Nutritional International

Timeframe

2017

Company

GMMB

Team Members

Aimee Freund, VP, Brand Strategy
Brianne Johnson, Strategy
Janet Goss, Partner
John Gundlach, Creative Director
Joseph Raser, Sr Account Executive

Project Details

Micronutrient Initiative needed a brand that reflected its evolution and global footprint. Twenty-five years ago, the non-profit's name, Micronutrient Initiative, matched its targeted focus. Since then, the organization has become an international expert in malnutrition, with micronutrients just one of several ways they tackle malnourishment.

Image of the old logo before rebranding.

After completing a rebranding and positioning initiative with GMMB, Micronutrient Initiative became Nutrition International. As lead designer on the project, I worked closely with the brand team and client to create a new brand identity infused with humanity and reflects the organization's unwavering commitment to nutrition.

Conveying Humanity

It was challenging to convey the abstract concept that nutrition nourishes lives simply. I went through many rounds of sketches, followed by discussions with my creative and design directors.

Many of our discussions emphasized the idea that nutrition "fills the gap" in many people's lives. It lifts their potential to higher levels. This simple but effective mark came to mind as I focused on that idea.

Picture of the NI logo.
A picture of the landscape matrix.A picture of one of the pros/cons pages.

Visual Elements

The visual system uses colors, photography, and patterns that celebrate a nourished life. The color palette is inspired by the organization's photo library—embracing the vivid and bright colors worn by people in the regions. Nutrition International conducts much of its work. It's global and uplifting.

The pattern is infinite and flexible, representing core themes from the brand story of multiplying impact using flexible approaches.

Image of a brochure.
A picture of the landscape matrix.A picture of one of the pros/cons pages.A picture of the landscape matrix.A picture of one of the pros/cons pages.
Image of pages from a brand guide document.

Conclusion

Nutrition International revealed its new brand to all global offices via a town hall meeting. We were excited to witness positive reception and praise from the company's team members.

In the non-profit sector, it feels like every shape of a human being has already been done. So, I was surprised to discover our favorite "ah-ha" solution wasn't. Although we explored more organic and abstract designs, they didn't feel appropriate for a client that works with such serious subject matter. Sometimes the best and most impactful approach is the most straightforward.