01 / Background
When the Canada-based, international nonprofit Micronutrient Initiative (MI) first launched, its name matched its focus: micronutrients. But over 25 years later, MI had grown out of its name, by broadly expanding both its international reach and expertise in nutrition. Additionally, the introduction of the Sustainable Development Goals (SDGs) in 2015 provided an opportunity to diversify their funding sources and as a result MI was doing the work of a category leader in global nutrition. Adopting a new name and brand strategy to reflect that expertise while reinventing MI’s global brand would position the organization to capitalize on its strengths in the new SDG era and appeal to a wider donor-base outside of its Canada headquarters.
- Brand Strategy / Creative Content / Digital Content