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MOMENTUM is a $30 million USAID project that works in partnership with countries to scale up health interventions and improve the overall health and well-being of mothers, children, families, and communities. The project is divided into five different branches all housed under the larger MOMENTUM umbrella.
I established the brand direction for the project, providing art direction for the logo and accompanying print templates, stationery, and early stage digital components. The end result is a brand that feels modern and maternal; positive and professional. It is easily translatable into many settings and was received well by all partners.
When MOMENTUM was originally conceived, we considered giving each of the six projects under the MOMENTUM umbrella their own core colors that were part of a larger palette. This meant we needed a large, but cohesive set of colors that could be scaled across the project.
While we ultimately shifted course and chose one palette for all projects, the upbeat nature and variety of colors continued to nicely capture the brand look and feel we wanted to convey. Upbeat and comforting; cross-disciplinary, but united.
After the logo was completed, I hired a freelance designer to create some basic stationary materials as well as PPT, Word, and InDesign templates that staff around the globe could use to showcase their research. Over the course of several months, I worked closely with the designer to define project brand elements and establish a system for the many products the project needed.
