Mission and pay-off

Our first step was a brand session, in which we identified HAI’s goals and audiences. Over the years times had changed, which called for a moment to evaluate and redefine. We defined the following mission: “Advancing access to medicines. For everyone. Everywhere.” We then positioned this mission as HAI’s pay-off, which can also be found in all the materials of their visual identity.

Authority

We gave the logo a timeless character. The letters that form HAI are strong, stand shoulder to shoulder and have a certain weight to them. This is how we portray HAI as an authority in their field of practice. The dark-blue colour is recognisable for HAI from older materials, we kept it as a sign of trust and reliability.

Materials

The visual identity includes business cards, a digital letterhead, reports and a media kit. The brand guidelines are collected in a brand manual, which is applied within the organisation. Because HAI publishes many letters and policy reports, the organisation identified a need to produce them independently. We created templates for various documents, and gave selected employees a short InDesign course on how to use them. This allows for a consistent visual identity. 

Using our brand manual, Yourstyle from Roelofarendsveen developed a website that completes the rebranding of HAI. 

Heatmap

In december 2020 we transformed a database with information regarding TRIPS Flexibilities in the EU into a heatmap and several interactive tabels. This resulted into online datavisualisations. Read more about this project here, and check out the results here.