After 100 years in operation, The World Organisation for Animal Health (formerly OIE) approached Decimal to redesign their brand identity. Having identified the need to reaffirm their essential mission in a world facing the COVID-19 pandemic, the organization recognized the tremendous opportunity that revisiting both their brand strategy and identity presented for their future.

We began our efforts by reviewing WOAH’s latest strategic plan in order to intimately grasp its mission. Working closely with key stakeholders we were able to hone in on its core ethos, reaffirming its target audience. This allowed us to frame the brand’s core pillars and from there, re-envision its identity. Brand guidelines, applications, and motion design were created to ensure all modes of communication were covered and the organization had all it needed to embrace its new brand.

During the brand strategy phase, we unearthed some of the attributes that were important to communicate with the new logotype: global, two-sided (wisdom and action), interdependence (of animal health, human health, and ecosystem) and dynamic.

From scientific studies and white papers, to short films, social posts, flags, international codes, and maps, WOAH’s work requires so many applications. We iterated and documented all in a 160 page brand guidelines document which was provided along with templates for each asset.