Doctors Without Borders USA Branding
I was instrumental in the development of Doctors Without Borders USA’s voice and tone guidelines and codified them in their first official Brand Book. After a series of stakeholder interviews and co-leading branding workshops, I took on the challenge of distilling this iconic brand voice into a set of practical guidelines.
I oversaw the implementation of the brand across channels, from email fundraising campaigns to micro-sites to paid media—ensuring faithful execution that led to a coherent brand experience.
I held the pen on the voice and tone guidance for Doctors Without Borders USA’s brand presence, introducing readability standards, brand personas, and copywriting dos and don’ts.
I oversaw the execution of the brand across digital strategies, including Doctors Without Borders’ 2024 end-of-year campaign, “Every Second Counts.” I was responsible for bringing the brand to life across email campaigns, video, ads, and webpages.
Creative strategy: Megan Malloy
Copy: Megan Malloy and Samie Detzer
Brand Book design: Andy Babb
Other design: Katie Fielding, Luke Jackson
Agency: Blue State
Client: Doctors Without Borders USA
