BRAC: Global ambition, unifying brand

Fashion editorial

From humble beginnings in 1972, BRAC’s ethos to aim high, think big and never stand still has led to an extraordinary journey. Spreading its holistic anti-poverty solutions from Bangladesh to developing countries across Asia and Africa, BRAC’s rise has been incredible.

With 100,000 employees, it’s the world’s largest NGO, touching the lives of more than 125 million people using an array of social inequality tools such as microfinance, education, healthcare and more.

Having scaled rapidly into 20 countries with no cohesive brand principles, BRAC needed a globally focused vision with a unifying brand promise at its heart.

Transforming lives

Working with BRAC’s leadership in Dhaka, we created a global brand platform, re-focused brand architecture and reinvigorated communications. Bringing the strategy to life, a new and profound essence was developed through a brand promise of creating opportunity:

‘Realising Potential’

Underpinning this idea was a vision to free the world from all forms of exploitation and discrimination. Where everyone has the opportunity to realise their potential. The new positioning was developed to amplify BRAC’s brand voice and strengthen its reputation across the globe.

Many faces, but women are the real heroes

BRAC engages with an incredible diversity of stakeholders, unified by its new values of integrity, innovation and inclusiveness, across multiple platforms of communication.

It’s reinvigorated brand identity is a thoughtful evolution of the original, drawing inspiration from a strong and distinctive local culture, embodied through the character of the lively magenta colour.

This symbolises BRAC’s key audience - the women of these countries. It’s their sheer dedication and tenacity to pulling their families out of poverty that creates the catalyst to ‘realising potential’.

Truly transformative

BRAC’s visionary global brand strategy has had a truly transformative effect. At its heart it has given the organization a unifying purpose and real cohesion, allowing its brand and influence to grow with impact as it has enhanced its international presence.

Developing a greater rigour in standards of brand management across multiple territories has enabled it to amplify its brand voice, strengthening global reputation. Its powerful magenta logo has become a globally recognized icon, associated with BRAC’s pioneering work.

The imaginative rebrand has been rewarded with a number of effectiveness awards, and has been a catalyst for being voted the best Global NGO every year since 2016.

A world-class leader

BRAC voted the worlds best NGO for the last 5 years

No 1

Over 7.1 million clients reached with microfinance. BRAC wins International Transform branding award for its innovative brand identity and its transformative effect on the organisation.