New Branding and Positioning
Client: The Magdi Yacoub Global Heart Foundation
The Magdi Yacoub Global Heart Foundation (MYGHF) works to dramatically change the health outcomes of the most vulnerable, particularly children, by improving comprehensive, advanced cardiac care available to all people in need, free of charge.
MYGHF is a U.S.-based charitable organization that supports health programming in Egypt. Specifically, they focus on three program pillars operating at the Aswan Heart Centre: provision of state-of-the-art, free medical care; pushing the boundaries of science and medicine through research; and training the next generation of surgeons and medical professionals. This work will soon be expanded through a Center of Medical Excellence in the new administration capital outside of Cairo.
Led by globally-renowned heart surgeon Prof. Magdi Yacoub, the organization determined that their next chapter called for an updated brand identity that distinguished MYGHF in the crowded American philanthropic landscape, while also synthesizing the organization’s hospitals and programs in a manner that would encourage support from American donors.
In order to distinguish itself to potential donors, we proposed a full rebranding of the organization, stepping back to square one to focus on their messaging, communications and brand identity. To prepare for a re-launch of the organization in the U.S., we focused on the following:
- Developing a unique positioning and case for support targeting American donors.
- Creating a distinct brand and visual identity including a logo and brand style guide.
- Updating communications collateral in print and digital formats, including an updated U.S. web presence.
- Developing an annual email marketing calendar to promote their mission and grow their donor base.
Positioning and Case for Support:
Brand Style Guide: