TRAC4Change
Rebranding Helvetas’ South-South Cooperation Unit (SSCU)
Helvetas' South-South Cooperation Unit (SSCU) required comprehensive communication design strategy to redefine its identity and amplify its influence. SSCU aimed to transition from being perceived as a technical arm of a larger organization to an independent, competent entity recognized as the leading expert in transformative rural access in low- to middle-income countries. Their impact agenda involves elevating rural access from being an overlooked aspect of transportation infrastructure and development to a critical component of ending poverty and transforming lives in the regions that are their focal points.
We partnered directly with the Director of Strategic Partnerships and the Director of the South-South Cooperation Unit to clearly define SSCU’s strategic trajectory. By engaging key internal stakeholders, subject matter experts, and a steering committee, this collaborative process laid the groundwork for rebranding, content development, and communication design, which all aligned with the following priorities:
Renaming Strategy
We guided a structured renaming discovery, exploring multiple naming categories and narrowing them down to a shortlist of three options for the steering committee’s review. The objective was to craft a name that encapsulates SSCU’s mission, vision, and global aspirations.
Visual Langage Direction
We performed an explorative process to build a compelling visual identity that reinforced SSCU’s credibility and expertise.
Verbal Design Development
We articulated the initiative’s strategic direction through clear, concise messaging. This included defining its unique value proposition, identifying the target audience, and outlining long-term goals for future growth. The impact factor was specified by describing the areas of focus and approach, while differentiation clarified SSCU’s unique position in relation to industry peers.
Comprehensive Communication Materials
We created a two-page document to succinctly communicate SSCU’s identity, services, approach, and focal points. This resource became essential in engaging stakeholders and amplifying SSCU’s messaging.
The project culminated in the successful rebranding of SSCU to “TRAC4Change” (Transformative Rural Access Catalysts for Change).
Key outcomes included:
Renaming the Unit: The unit was rebranded as TRAC4Change, aligning the name with its mission for transformative rural access and change.
Logo Design: We designed a logo that aligned with Helvetas' corporate color scheme while establishing a distinct identity for SSCU. Its flexible design ensured adaptability across various communication channels and supported the unit’s ongoing strategic growth.
Copywriting and Coaching: We provided tailored copywriting and coaching to ensure the messaging resonated with stakeholders, clearly communicated the unit's vision, and that stakeholders practiced articulating the new framing and positioning in copy.
Comprehensive Style Guide: A detailed style guide was created to ensure brand consistency. This included customizable two-page templates with placeholders for photography and data visualizations, allowing the team to easily organize content and produce visually engaging materials.
Capacity Building Through Training: To enhance workflow and communication skills, we conducted targeted training sessions focused on design principles, best practices, and advanced visual communication techniques. These sessions empowered the team with practical tools to immediately apply to their work.
We provided to SSCU with a new name, a cohesive visual identity, and enhanced communication materials, SSCU, now TRAC4Change, is now better equipped to:
(1) present its approach effectively to donors, institutions, and decision-makers
(2) Expand its global reputation of it work beyond Nepal and establish a foothold in diverse regions
(3) Inspire stakeholders with a clear, value proposition that highlights its ability to drive change with minimal investment and swift implementation
Lead Consultant
Tandiwe Zulu
Our Role
Strategic Evaluation/ Content Style Guides/Messaging and Writing/Copy Editing/Design
Photography
Helvetas