The science of humanitarian aid was just coming into view in 2006, so HHI needed to distinguish itself as an expert authority while also educating stakeholders on the need for its expertise. My copy and brand positioning had to convey solemnity and efficacy, while engaging a global audience of relief agencies, grantmakers, researchers, and students. The biggest challenge was crafting a mission statement that the faculty steering committee could all agree on. The second biggest challenge was persuading them that crimson is a horrible color.
