Improving the state of global public health through action- and change-based research

Client

World Health Organization

Services

Creative direction

Information and data design

Presentations

Publications

Social media

Strategy

Visual identity

Deliverables

Event banners

Executive summary in six UN languages

Icon illustrations

Infographics

Powerpoint template

Recommendations infographic

Report design (English + Spanish)

Social media templates

Technical monitoring framework report

Visual identity with guidance document

Visual identity motion graphic for social media

Credits

Kelly Kingdon RGD, Brand Specialist + Designer

Janet McLeod Wortel, Illustrator + Production Designer

Allison Carter, Designer

The project

The Equity and Health Unit of the WHO engaged us to design a report alongside a visual identity and graphics system to communicate the World report on social determinants of health equity and its action areas and recommendations. 

We envisioned a bold and impactful identity that captures the concepts of social determinants of health equity, the report recommendations, and their collective interdependency to change global public health.

Our humanistic and interconnected approach inspires a broad audience to make positive change within their own and other people’s daily lives resulting in improved health equity for all through collective action. 

Our client continues to achieve its primary goal for the world report and its action-oriented agenda: to inform global and national policymaking while providing a foundation for coordinated action and investment into the social determinants of health equity.

The cover of the WHO "World report on social determinants of health equity." It features a modern, geometric design in white, navy blue, and bright blue. The typography is a bold, white sans-serif font centered on a dark blue diagonal block.

Visual identity

The complete, dynamic visual identity for the "All for Equity" initiative, capturing the spirit of collective interdependency and action.

Report design

A visually striking spread featuring a collage of life-sized documentary photos in triangular frames. It uses a dark navy background with green, purple, and blue geometric accents to categorize the report's three main parts.
An orange-themed chapter spread focusing on structural discrimination. It utilizes bold orange blocks, white line-art figures, and highlighted text quotes in orange to emphasize key principles.
Multi-page layout with a soft blue and orange color palette. It features poignant photography of refugees and families, balanced by structured text blocks and a prominent orange callout box for specific recommendations.
A deep purple chapter opener for "Governance and data for action". The design uses white text on a dark background, paired with clean white pages featuring blue headings and framed "Recommendation" boxes for high scanability.
Report spread with a clean, white layout featuring orange and green accents. It includes documentary photos of a coastal community and a classroom, alongside hand-drawn style icons and bold, green and orange sans-serif headings.
Layout featuring light green sidebars and headers. It uses a two-column text format interspersed with photos of a child washing hands and community gatherings, maintaining a professional and accessible typographic hierarchy.
A vibrant purple chapter page titled "Equity is a political choice". The right page features a full-bleed photo of people dancing with a boombox, overlaid with white line-art icons and a modern sans-serif typeface.
Read the report

Infographics

A dark blue and white spread from a WHO report. It features a circular "Action Area" infographic with thin white lines and colorful icons. Typography is clean and sans-serif. The layout uses a professional, high-contrast, multi-column grid.
A four-page spread of infographics using a palette of blue, green, and purple. It includes bar charts, line graphs, and icons illustrating health data. The layout is dense but organized, featuring bold headings and highlighted data callouts.
Read the report

Motion graphics

Teaser

Full

Social media tiles and templates

A mobile phone showing an Instagram post next to four square graphics. The design uses vibrant colors, documentary photography, and bold sans-serif text with centered layouts.
A row of five colorful Instagram posts (navy, green, orange, purple, blue). Each features white line-art illustrations and bold, centered white sans-serif text on a vibrant background.
ive Instagram posts mixing photos and flat colors. Uses bold headings in colored boxes (navy, green, orange, purple, blue) with clean icons and centered sans-serif typography.

Sample of social media templates (square, 1:1)

Two Instagram mockups. Left: Purple and white split design with a report cover and "Call to Action" text. Right: Blue gradient with report thumbnail and event details. Both use clean, bold sans-serif typography.

Presentation template

A collection of presentation slides on laptops. Designs use a navy, orange, and purple palette with geometric overlays. Includes the WHO logo, "All for Equity" branding, data visualizations, and thin-line hand-drawn illustrations.

Visual identity and graphics guidelines

Mockup of a brand guideline book. Features a "colour guide" with vibrant circles, typography accessibility rules, and iconography usage charts in a clean, professional grid.

Event banners

A wide rollup banner with a diagonal magenta accent. It features the "All for Equity" and WHO logos. The layout uses four dark blue blocks containing line-art illustrations and descriptions of various social health determinant action areas.
A narrow rollup banner for "All for Equity." Features the WHO logo at the bottom on a light blue background. Four dark blue quadrants display thin-line icons representing health equity action areas with white typography.

Our collaborative impact

With the launch of the World report on May 12, 2025, the WHO’s Equity and Health Unit continues to draw attention to the action areas and recommendations. In July 2025, the President of the UN General Assembly held a High-level Interactive Dialogue on the Social, Economic and Environmental Determinants of Health to draw further attention to the World report’s recommendations and development agenda.

We look forward to seeing the results of the continued impact of the World report on social determinants of health equity.

Next

Explaining the struggles of medical access for persons with disabilities in Nunavut