While branding Vitae, we needed to reflect its relationship with IFC carefully to ensure it leveraged IFC’s name while positioning it as a new, innovative product in a crowded space.

The brand needed to fit in various markets including Middle East and North Africa, Latin America and the Caribbean, South Asia, Sub-Saharan Africa and eventually to South East Asia and Eastern / Central Europe. The brand therefore needed to come across as innovative, but not so far out of reach that clients would feel unprepared to engage with the brand.

We developed the entire brand system which went on to be used by various vendors to create additional assets including videos, brochures and other materials in various languages globally. View the brand assets here: