GLOBAL CITIZENS are action takers and impact makers. Their mission is to end extreme poverty worldwide by 2030. At Big Fish, we collaborated with the organization’s leaders to craft a messaging hierarchy and brand strategy that would lift voices world-wide and inspire action on sustainability, equality and humanity. Since Global Citizen is known for its conscious-raising concerts, we arrived at “The Sound of Change” as the tagline and created language pointed to consumers, artists and partners all in keeping with the integrity of the brand. Then we amplified Global Citizens’ brand by highlighting the power of music with a fresh look and feel that wove into presentations and campaign materials designed to drive real and lasting change.