GlobeScan consulted with Amnesty’s stakeholders globally on several positioning concepts to provide recommendations on the strongest direction for the global brand identity. We designed and implemented a consultation program involving focus groups in countries across the global north and south. We used creative stimulus material and a host of qualitative techniques to extract insight and to vet various brand concepts.
GlobeScan identified the opportunities and challenges in terms of how to modernize, change attitudes toward, and deepen Amnesty’s connection with new constituencies. Through extensive debriefs with key managers and Amnesty’s creative agency, we integrated these insights into the development of a revised brand identity.
GlobeScan’s insights directly informed Amnesty’s new global positioning, launched during the organization’s 50th anniversary in 2011: “Together for Human Rights, United against Injustice.” Our ideas for Amnesty as a modern movement continue to have impact on global strategy.
Having set the human rights agenda for many decades, Amnesty realized they needed to better define what they stand for. They needed to build a revitalized brand identity to encourage unity internally and to make them stronger externally.