EM Compass Branding

EM Compass Branding

The International Finance Corporation, a member of the World Bank Group, turned to All Things Creative to brand their new thought leadership series, EM Compass.

The goal was to develop a visual package that captured the essence of the concept of the “EM” (emerging markets) series. The publications are intended to promote understanding of the breadth of challenges in emerging markets, and help policy makers and technical experts navigate the landscape of ideas and difficulties in these economies.

We embraced the writers’ navigational theme and decided to incorporate it into the identity in a more subtle, less obvious way. We used the shape of a pointer from a compass as the main visual element, supported by a clean logotype. This allowed us to develop an eye-catching masthead that blended in very well within the IFC’s strict brand guidelines.

The final product was two mastheads: one for the long-form EM Compass publication, and one for the short-form EM Compass Quick Take piece. We then developed templates in Microsoft Word that would allow writers and editors to quickly and easily create publications internally that would remain true to the brand and design aesthetic.

You can view the finished publications on the IFC’s website.