Renewing a brand narrative: the case of IRD
From 2023 to 2024, we supported the French National Research Institute for Sustainable Development (IRD) in renewing its brand narrative. This in-depth project, carried out over more than a year, was structured around two major milestones: the co-construction of the new brand narrative and its adaptation into a comprehensive editorial line.
The Brief
- Reframe the positioning: In a context of growing criticism of the concept of ‘development’, it was essential to redefine the key elements of IRD’s value proposition.
- Clarify its societal mission: As IRD’s ultimate mission was subject to varying interpretations, the challenge was to establish a unifying and compelling ‘raison d’être’ that resonates with all audiences, including internal stakeholders.
- Enhance the clarity of the brand narrative: Often abstract, jargon-heavy, and hesitant, it required a thorough effort in simplification, problematization, and coherence-building.
Our Solutions
- A comprehensive audit: We began with a review of institutional communication tools, combined with an analysis of the strategic context. This included an extensive documentary study, a series of ten qualitative interviews, and both internal and external surveys.
- An editorially driven brand platform: We developed the brand platform and boilerplate simultaneously through workshops with the leadership team. The boilerplate directly incorporates the key elements of the platform.
- A lasting framework for the brand narrative: We then designed an editorial line to ensure consistency in brand messaging. It includes the new tagline, key messaging elements, and a lexicon stabilizing around fifty core concepts and terms.
- A multi-year communication strategy: Deploying a new brand narrative takes time. Designed for a three-year period, the strategy encompasses all existing communication tools while introducing new ones.
Key information
- Sector: research & knowledge
- Thematic: development aid
- Service: Editorial Consulting
The French National Research Institute for Sustainable Development (IRD) contributes to strengthening societal resilience in the face of global disruptions. The institute operates in more than 50 countries across Africa, Latin America, Asia, and the Pacific, as well as in mainland France and the overseas territories. Learn more.