Driftime® builds the strategy and brand for CeHDI, the Geneva foundation putting Global South priorities into health negotiations

The Global Center for Health Diplomacy and Inclusion opened in 2024 with decades of multilateral experience behind it and nothing to leave behind after a meeting. Driftime built the argument first, then the brand.

Driftime® has completed a strategy and brand programme for the Global Center for Health Diplomacy and Inclusion (CeHDI), a Swiss foundation based in Geneva that works to get Global South priorities and voices into global health negotiations. The work gave a foundation less than a year old a positioning, a three-pillar strategy, a business plan and a visual identity.

Much of global health is settled in a small number of rooms in Geneva, and the outcome often turns on who has been briefed before the session opens, and whether a group of countries arrives with one shared position or thirty separate ones. CeHDI was set up to change that answer. Its founding team brought decades of multilateral health experience and a working relationship with HeDPAC, which acts as CeHDI's implementation arm across Africa and the Caribbean. What it lacked was a website, name recognition, and a single sentence an ambassador could repeat to a colleague.

Driftime started with the argument rather than the logo. A review of the sector found plenty of organisations producing research and plenty delivering services, but few working as a platform that unifies the diplomatic voice of Global South governments while building the capacity of the people doing the negotiating. That became one strategy statement with three pillars beneath it — collaborative diplomacy, strategic advocacy and capacity building — running from harmonising positions between like-minded countries to leadership programmes for Geneva-based ambassadors, all mapped to SDG 3. It was then turned into a formal business plan and an introductory presentation, followed by the identity: a mark drawn from an abstract antibody form, an accent red and a deep navy built to hold up in charts and policy analysis, and the public line "Bridging borders for global health equity".

An organisation arguing for inclusion should be reachable by the people it is including. That's why the digital fundamentals we set were a site light enough to load on a 3G connection and ready for more than one language, not a showcase homepage.

— Abb-d Taiyo, Founder and Creative Director, Driftime®

The full rollout across programmes, events and publications is still ahead, with a legacy version of the identity live in the meantime. The positioning is already in use. In February 2025 the South Centre announced a two-year project supported by CeHDI, with HeDPAC implementing, to advance the right to health and improve access to medicines by amplifying Global South influence at the WHO and the Human Rights Council. CeHDI has published a Health & Rights Observatory and a set of UPR resources, and has been briefing regional groups of ambassadors in Geneva directly. The Right to Health has since been adopted at head-of-state level in the OACPS, with CeHDI named as a partner.

We had the mission and the network. What we needed was a consistent way to describe ourselves in every room we walked into, and something concrete for people to react to.

— Haileyesus Getahun, CEO, Global Center for Health Diplomacy and Inclusion

The full case study is here. Interviews with the Driftime team are available on request via [email protected].

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About Driftime®

Driftime® is an impact-first creative partner that works exclusively with progressive brands addressing social and environmental challenges. Through accessible design foundations and creative partnerships, Driftime helps mission-driven organisations amplify their reach and scale their influence.

Driftime has partnered with an impressive ensemble of people in the impact space. From a long-term partnership delivering digital solutions for ocean conservationists Only One (listed as Fast Company's Top Innovative Not-for-profit in 2022), creating meaningful, accessible ways to take action for healthier oceans, through to global efforts with The Quad Investors Network. The Quad project launched at the G7 summit in Japan and was announced at The White House, focusing on infrastructure and innovation through AI, quantum computing, clean energy, and more.

http://driftime.com

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Notes to editors

• Driftime® should carry the ® on first mention. Plain Driftime is fine after that.
• Images are free to use with a credit to Driftime®.
• Interviews with the Driftime team are available on request via [email protected].