Challenge

Move the Future, a consortium of global companies including Z Zurich Foundation, Zurich, Santander, Accenture, Ford, Scotiabank, EY, Accor, Universal Assistance, and AWS, partnered with local nonprofit Forge to launch an initiative promoting youth employability and entrepreneurship across Latin America.

While the mission was ambitious, Move the Future faced an immediate challenge: how to launch with a clear and unified identity across multiple organizations, geographies, and communications teams. 

To succeed, Move the Future needed to: 

• Align stakeholders from corporate and philanthropic organizations around a shared narrative, purpose, and commitments‍
• Prevent fragmented messaging by establishing a clear "north star" brand framework In the absence of a unified brand identity and communications toolkit, Move the Future may have faced inconsistent messaging and delays in launch coordination.

Action Taken

EqualReach matched Move the Future with a vetted team of branding and design specialists, selected for their experience delivering high-quality work for global organizations. Working closely with Move the Future's leads, the team delivered the project through a structured two-phase approach.

Phase 1: Brand Framework and Identity 

The team developed a unified brand identity and communication framework to align stakeholders across Move the Future. This included: 

• A structured brand framework defining the initiative's purpose, commitments, and positioning 
• A visual identity and logo system designed to resonate across corporate and philanthropic audiences 
• Core messaging and a communications boilerplate to ensure a consistent narrative 
• Guidance for creating launch-ready materials to support the initiative's debut

Phase 2: Brand Guidelines Booklet 

With the identity established, the team translated the framework into a comprehensive brand guidelines booklet, serving as the definitive reference document for everyone communicating on behalf of Move the Future. This included logo usage and clear space rules, color, typography, and real-world application across formats and channels. A strong brand framework is only as valuable as its ability to travel. Without clear guidelines, even the most thoughtful identity risks being applied inconsistently as it passes through different teams, regions, and vendors. 

The booklet gave Move the Future a single, authoritative source of truth that any communications team, whether in Buenos Aires, Zurich, or anywhere else across the network, could pick up and use with confidence. It removed ambiguity, reduced the back-and-forth of approvals, and ensured Move the Future would look and sound like itself at every touchpoint from day one. The framework established a shared "north star" for communications, enabling each organization to confidently represent Move the Future.

Seamless Project Delivery 

EqualReach facilitated the team vetting, proposals, contracting, and payments, allowing Move the Future's partners to engage the specialists as a seamless extension of their own teams. Throughout the project, the team worked iteratively with Move the Future's leads, incorporating feedback in real time and adapting outputs as priorities evolved. See the iterations below for a clear view of how the concept evolved into a fully launch-ready identity.

Result

The collaboration successfully established a unified presence, enabling Move the Future to speak with one powerful voice: 

1. Cohesive Market Entry: Move the Future adopted the new brand identity, which aligned across all private sector and local stakeholders. 
2. Strategic Clarity: The new brand framework provided a permanent reference point. This helped workstreams and stakeholders across countries remain aligned on messaging and core values beyond the initial launch. 
3. Inclusive Talent Integration: By sourcing this project through EqualReach, Move the Future didn't just pursue its mission, it embodied it, creating dignified work for marginalized youth while achieving its business goals at the same time. This is the 2x impact: when procurement spend becomes a force for good, business and social outcomes don't compete, they compound.

Demographic Data of the Delivery Partner team: 

• ‍5 jobs created
• 40% forcibly displaced talent
• 60% local talent
• 40% women