PSHA
Categories
Non-Profit, Branding, Digital Experience
Client
PSHA Rockefeller Foundation
Project
Humanitarian Alliance Brand and Digital Platform
Services
Brand Naming Brand Development Logo Design Visual Identity Exploration
Year
2024
The Private Sector Humanitarian Alliance is a United Nations-endorsed global network connecting corporate capability with urgent humanitarian needs. Emerging from private-sector responses to crises in Afghanistan and Ukraine, PSHA required a credible institutional presence that could engage both humanitarian organisations and commercial leaders. As part of the brand development team, I contributed to the logo, colour palette and stationery system before leading the UX/UI and design of the organisation’s website. The resulting identity and digital platform balance authority with accessibility, helping PSHA communicate its role as a structured bridge between businesses, governments and humanitarian institutions.
The identity needed to work between two sectors with different priorities, conventions and ways of communicating. It required sufficient authority for United Nations conferences and corporate boardrooms while remaining direct and approachable in the context of urgent humanitarian response. My contribution to the brand development focused on the logo, palette and stationery, helping establish a coherent visual system that presents PSHA as a credible intermediary rather than another temporary coordinating initiative.
The website became PSHA’s primary platform for engaging corporate partners and explaining how private-sector expertise can respond to global humanitarian needs. As lead web designer, I structured the digital experience around the practical questions prospective partners would ask: where support is required, which contributions can create meaningful value and how participation works. Clear information hierarchy and focused user journeys made a complex cross-sector proposition easier to understand and navigate.
Real-world examples from organisations including Mastercard and Google.org demonstrate how commercial capabilities can support humanitarian outcomes through technology, financial inclusion and grant programmes. Imagery supplied by UN OCHA grounds the digital experience in the realities of field operations, connecting PSHA’s institutional role with the people and environments its work is intended to serve. Together, these elements communicate private-sector involvement as structured expertise rather than detached philanthropy.
The wider brand system supports consistent communication across PSHA’s partnerships, presentations and international activities. By combining institutional clarity with a more accessible visual and digital language, the work positions the alliance as long-term infrastructure for collaboration between sectors. The platform provides PSHA with a focused presence from which to turn corporate willingness into more coordinated and practical humanitarian participation.
