What we did
The project
At the initiative of Spain and Senegal, leaders from over 25 countries and 20 organizations launched the International Drought Resilience Alliance (IDRA) at the COP 27, in Sharm el-Sheikh, Egypt. To pivot the global conversation on climate resilience toward drought preparedness, IDRA needed to build a brand that not only communicated urgency but also empowered communities and policymakers to adopt proactive strategies for water management and conservation.Creating a compelling narrative
To build IDRA’s brand, we immersed ourselves in the topics of drought and resilience and conducted discovery sessions to uncover the core of their mission. We focused on the most pressing needs of their audience—communities and decision-makers grappling with the impacts of climate change. Our insights led us to position IDRA not just as a thought leader but as a visionary catalyst for change in drought resilience.
We created a new brand narrative that emphasized empowerment and proactive change, focusing on IDRA’s convening power and support. The resulting identity centered around the concept of a signature to mark commitment and promise, a narrative that became the foundation for all communication.
A bold new identity
We developed IDRA’s visual identity to cut through the noise of COP. It featured a stark, compelling color palette that drew on earthy tones mixed with vibrant blues, symbolizing the vast diversity of land from water to desert. The main objective of IDRA is to foster collaboration and cooperation, so we imagined that in the form of a signature to reinforce the brand’s goal.
Our messaging strategy was tailored to resonate emotionally and intellectually, illustrating not only the urgency of action but also the benefits of implementing resilience strategies. We highlighted success stories and actionable data, making the case for resilience both compelling and unavoidable.
Building support
Our brand building work was supported by a full communications launch and an event at COP 27 hosted by UNCCD. We fully built out and launched the IDRA website as well as the launch communications materials, which catalyzed a larger engagement with international policymakers, NGOs, and community leaders. Over 32 countries signed on to IDRA along with 20 international organizations.
Amplifying global impact
With a successful launch behind them, IDRA is focused on expanding its influence and leading global efforts in drought resilience. We delivered the brand to UNCCD’s communications team with resources to develop new campaigns and strategies to keep the momentum going, ensuring that the conversation not only continues but leads to tangible global action against drought.
