A New Look for the Community!

The new branding and identity system was to focus on PMNCH's strategy – ‘Every Woman, Child, and Adolescent can realise their right to health and well-being’. With the launch of the new digital strategy, they needed new branding to bring to focus their renewed purpose.

1. Resonate with their renewed mission.

2. Highlighting as an approachable partner community.

3. Highlight the positive vigor of people coming together for change.

4. Echo unity, diversity and inclusivity. 5. Provide PMNCH a distinct space for new advocacy stance.

PMNCH is the largest partnership in its field, having evolved over past 15 years, and their new strategy 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.

It needed to assist them in bringing all of their partners along with their power to influence and effect change. The new identity had to echo unity, diversity, and inclusivity while making all their partners feel a part of this larger community

The challenge was creating a new identity that would resonate with this renewed mission - a bold voice that brings out their evidence based advocacy approach.

It was a difficult task to bring so many different elements together for this exercise. What required was a well-crafted, forward thinking, and clever solution that would guarantee PMNCH a distinct space for their new advocacy stance

Lopez design aimed to transform how PMNCH would now operate - from laborious and complex machinery to an approachable partnership community.

Emphasising visual characters helps remove language and cultural barriers in communication. The PMNCH Pictionary is a democratic branding system. The characters come alive in many roles and colours that represent cultures and people worldwide, a global community.

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

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

Lopez design set out to portray the characters of a woman, a child, and an adolescent as positive and self-sufficient, aided by the Partnership. The humanistic identity reflects the joy of empowerment, equity, partnership, and inclusivity. PMNCH’s true essence is projected through the warm, people-centric, and colourful branding, which highlights their humanitarian, knowledgeable, and evidence-based advocacy approach. Its open-ended nature provides them with tremendous flexibility.

PMNCH + for’: The word “for” is a preposition that represents active advocacy and draws attention to the organisation’s mission. The final logo incorporates the human characters, the PMNCH acronym, and the word ‘for’ into a circular ring. This system allows for multiple manifestations of the logo and its elements based on the organisation’s various objectives - for change, for women, for children, for adolescents, and more.