IPPF: A rebrand strategy for the ages

Branding, Digital platforms, Strategy, Training, Video and animation

Partner: IPPF

Big results

Big Blue partnered with the International Planned Parenthood Federation (IPPF) for one of the most ambitious global rebrand initiatives that the organization has embarked on in its 73 years of existence. Spanning more than 150 countries and over a year of collaborative work, this project went beyond a rebrand, falling squarely into the territory of reinvention. The result was a bold, human, and unifying new brand image which celebrated diversity, courage, and solidarity, redefining the IPPF’s imagery on the global stage while also advancing its mission to promote sexual and reproductive health, rights, and justice for all.

Story

Big Blue was engaged by IPPF, one of the largest and most influential networks for sexual and reproductive health and rights, to reshape its global identity in a way that better reflects the organization’s modern, more inclusive values. Centred on dignity, equality, justice, pleasure, community, integrity, and resilience, the Federation’s new Charter of Values began a fresh narrative and design approach which would unify all of its Member Associations under a singular, progressive new identity.

Big Blue guided this transformation from strategy to execution, working with IPPF’s own global and regional communications apparatus and its Member Associations, with the goal to create a cohesive brand system that speaks across cultures, languages, and platforms alongside empowering regional voices.

Approach

Big Blue developed a brand strategy and positioning centring the narratives “Always Together” and “We Are the Fire,” merging IPPF’s storied legacy of relentless advocacy with its renewed commitment towards justice and joy. The work involved creating a comprehensive new visual and verbal identity, from logo family, colour palette, to tone of voice, multilingual communication assets, and data visualization standards.

Big Blue produced a 62-page brand guideline to be followed at a global level by the Federation, developed a digital asset and template hub, and designed more than 150 discrete deliverables which included materials, presentations, videos, and digital templates across Canva, PowerPoint, and Premier Pro.

The global rebrand was a collaborative effort between Big Blue and IPPF, and involved over 100 global stakeholders active in varying capacities. Big Blue led milti-day brand training sessions across IPPF’s regional and global teams in English, French, Spanish, and Arabic, arming more than 100 communications professionals with the necessary knowledge and skills to implement the new brand at a global level.

Big Blue work on the creative production included a three-part animated video series, launch videos, and 3D event designs for IPPF’s internal and external brand launches at the ICFP Conference and the IPPF General Assembly. The project accounted for over 3,000 hours of strategy, creative development, coordination, and training across 14 months.

Results

Big Blue’s work on the global rebranding, especially the “We Are the Fire” narrative, marked a new era for IPPF and signaled a unified, courageous new identity for the world to see. The Federation now communicates with a consistent voice across its entire network, but without sacrificing flexibility for local adaptation. The rebrand achieved global visibility and became one of the standout presences at the International Conference on Family Planning (ICFP), being featured in coverage by renowned publications such as The Guardian.

The rollout of the rebranding fostered an unprecedented level of ownership and enthusiasm across IPPF’s regional and national representations, while the new Fire Red palette and the Seven Pillars became instantly recognizable as defining symbols of the Federation’s renewed spirit.

Big Blue’s new brand strategy transformed how IPPF transmits its message—visually, verbally, and emotionally and positioned the Federation as a modern, unified, and fearless voice in the global arena of championing sexual and reproductive rights. The rebrand stands as a model for how strategy, storytelling, and design can pave the way for a global movement being reignited by a singular flame.