APLMA

Brand Identity

01 Challenge

Diplomacy in the Digital Age Global health organizations often face a specific visual paradox: they need to look authoritative enough for prime ministers, but modern enough to command attention on social media. APLMA (Asia Pacific Leaders Malaria Alliance) was stuck in the former. Their visual identity carried weight, but it lacked the agility needed for a digital-first world.

02 Strategy

Evolution, Not Revolution Partnering with the Head of Design at Dotdesign.io, we chose not to discard their heritage, but to sharpen it. The goal wasn't just to "refresh" the logo—it was to build a visual language that could travel. From high-stakes policy documents in Geneva to rapid-fire social campaigns in Jakarta, the brand needed to speak with the same voice.

03 Approach

A System for Scale The real work wasn't the logo; it was the system behind it. I architected a comprehensive Brand Guideline designed to solve the "inconsistency creep" that plagues large organizations.

I defined a modular design system that balanced diplomatic seriousness with modern energy:

Structured Typography: Establishing a hierarchy that makes dense policy reports readable and engaging.

Functional Color: Expanding the palette beyond "medical blue" to include data-centric secondary colors for complex visualizations.

The "Playbook": I didn't just hand over assets; I built a logic framework. This ensured that even non-designers within the alliance could produce materials that looked on-brand, keeping the visual quality high long after our contract ended.

Credits to:

Adriansyah MursalinHead of Design

Irvan LathiedProject Manager

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