While at Edelman, I led the re-branding of the International Committee of the Red Cross (ICRC) after winning a highly competitive global pitch. The work began with extensive research and in-depth interviews with stakeholders across regions, cultures, and disciplines—reflecting both the complexity of the organisation and the gravity of its mission.
The outcome was the first ever fully integrated brand identity for the ICRC: a unified system designed to work consistently across all touchpoints while remaining flexible enough for use in the world’s most challenging contexts. The new identity brings greater clarity, coherence, and strength to how the ICRC presents itself to the world, and will be rolled out globally in 2026.
The International Committee of the Red Cross (ICRC) is a humanitarian organization based in Geneva, Switzerland, and is a three-time Nobel Prize laureate. The organization has played an instrumental role in the development of rules of war and promoting humanitarian norms. An international non-governmental organization, it has responsibility for promoting and ensuring respect for the four 1949 Geneva Conventions for the Protection of War Victims: the Convention for the Amelioration of the Wounded and Sick in Armed Forces in the Field; the Convention for the Amelioration of the Condition of the Wounded, Sick, and Shipwrecked Members of Armed Forces at Sea; The Convention relative to the Treatment of Prisoners of War; and the Convention relative to the Protection of Civilian Persons in Time of War.
ClientInternational Committee of the Red CrossYear 2022-2025ServicesBranding, Stakeholder ResearchWebsitehttp://www.icrc.org