IDRA.

Brand identity for a new United Nations drought resilience alliance — launched at COP27 and still representing the alliance today.

Scope

Brand & Creative Direction

Client

Høst Advisory for UNCCD

Duration

4 weeks

Year

2022

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Challenge

(01)

A new global alliance needed an identity as serious as its mission — and as hopeful as its purpose.

The International Drought Resilience Alliance was conceived as the first global convention on land outside of UNFCCC, bringing together governments, the UN, and international organizations. It needed a brand identity that could carry two things simultaneously: the weight of political commitment between nations, and the optimism that makes that commitment worth making.

Solution

(02)

A signature and a gradient — commitment and regeneration in one mark

The creative solution was to build the identity around two complementary ideas. The logomark draws from the act of signing — a signature as the symbol of commitment between nations taking responsibility for drought resilience. The gradient that runs through it carries a different weight: the visual translation of what becomes possible when that commitment is honored — the passage from drought to regeneration. Together they form a mark that is serious without being heavy, and optimistic without being naive.

Conclusion

(03)

Launched at COP27. Still representing the alliance today.

The alliance launched at COP27 in Egypt with founding partners Spain and Senegal, attracting support from over 32 countries and 20 international organizations — growing well beyond its original 17 founding members. Three years later, IDRA remains active and the brand continues to represent the alliance in its ongoing mission.