Respond Global respond to major medical crises across the world. They have built their brand on the back of their Managing Director’s international reputation but are looking to grow beyond his reputation to become a brand in their own right, growing their awareness among senior roles in government and business. This concept empathises with those people, using imagery and headlines to show the reality that they are faced with, plus a clear, rational brand positioning line that explains exactly what Respond Global does, making it easy for these people to understand that there really is only one response to an overwhelming medical disaster, and that’s Respond Global.