Contributed by Liza Lowinger, partner/CEO at Brooklyn-based Apartment One.
About Future Fortified
Future Fortified is a campaign launched by the Global Alliance for Improved Nutrition (GAIN) to build the first-ever mass constituency and community to tackle the world’s most pressing challenge, nutrition, and help millions of women and children around the world gain access to the essential nutrients they need to grow and thrive. The campaign’s goal is to make nutrition a global priority and provides innovative ways for individuals, businesses and organizations to get involved.
Through Future Fortified, supporters invest in expanding access to home nutrition packets, a proven way for moms to improve their children’s diets by sprinkling essential nutrients onto meals prepared at home. In addition to investing in sustainable, market-based solutions, the campaign helps supporters to inform themselves and others on the global nutrition challenge and to influence policy makers.
In order to make the Future Fortified campaign and nutrition cause accessible, individuals can support the campaign in various ways including: joining a loyalty program where online actions can be redeemed for real-world rewards, purchasing cause-focused merchandise geared towards moms and babies, being part of an active social media community, or joining thousands of others to advocate to Congress.
About the Future Fortified brand identity
The Apartment One creative team had the unique opportunity to bring the Future Fortified brand to life from concept to launch, working closely with GAIN and the strategy and marketing team at TaskForce. Presented with the unique challenge of building a campaign around an issue with low public awareness as well as a crowded non-profit communications space, the first priority for Apartment One was to create a name that would be easily understood and would stand out. The Future Fortified name was created as a powerful yet simple call-to-action that also conveys the essence the campaign, building upon the team’s core belief that the power of branding lies in its ability to tell a story, engage an audience and mobilize people around and idea and toward a goal.
Additionally, Apartment One developed a brand voice and visuals that are both empowering and accessible to the core audience of the campaign. The color of the logo (green) was designed to be refreshing and convey a sense of newness and hope. The typography of the logo conveys the friendliness and softness associated with moms and babies. And included in the graphic language is a system of blank white boxes that allows individuals to make their own mark on the campaign — and on the future — by making it their own.
Believing that every touch point of a brand identity project should reflect the core attributes of the brand itself, Apartment One designed the Future Fortified website to be dynamic, interactive, informative and engaging. It’s the heart of the brand, where individuals can go to feel connected to the cause and stay informed. The brand is brought to life online through the use of bright vivid color, engaging photography and video and endearing illustrations. Apartment One also designed and illustrated the baby onesies, tote bags and growth charts sold on the Future Fortified website — essential brand extensions that are meant to engage the core audience of moms that the campaign is aiming to mobilize.
“Apartment One has been an invaluable partner from day one, bringing the Future Fortified brand to life from concept to launch. The team takes the time to listen and collaborate, bringing their creativity, fresh approach, and attention to the smallest details to each and every project.”
— ADRIANNA LOGALBO, EXECUTIVE DIRECTOR, FUTURE FORTIFIED
View more brand identity work on the Apartment One website.