ReSurge International
2022 Brand Refresh
Pro Bono Project
ReSurge International is a not-for-profit organization that funds and trains reconstructive surgeons caring for patients suffering from severe burns, accidents, congenital disabilities, domestic violence and more in lower- and middle-income countries (LMICs). This is important work—nearly 5 billion people in LMICs lack access to reconstructive surgery, meaning a burn wound or congenital defect (which are very treatable in more developed countries) can effectively end a person’s ability to have a normal, productive life.
While many organizations follow a “fly-in” operating model to bring in surgeons in for just a few days or weeks and then leave, ReSurge sends in surgeon-trainers who teach local physicians to treat complex cases. These trainees then teach other doctors, who train still more — creating a massive ripple effect. In a matter of years, the surgical skill and capacity of an entire country can increase exponentially. All at no cost to the patients. It’s a noble mission, and it requires significant philanthropic effort and fundraising.
Over the past six years I’ve had the pleasure of seeing ReSurge grow and evolve as they carry out their mission (see “My history with ReSurge” below). In 2022, as a pro-bono project, Kora Design Works gave their branding a refresh — modernizing their typography, colors, literature and livery — and helped prepare them for new chapters in fundraising and program development.
Photography on this page used courtesy of ReSurge International
A brief history of the ReSurge brand
ReSurge began as Interplast in 1969, adopting the name ReSurge in 2010 as the organization’s mission evolved toward a more locally focused, sustainable model of care. Alongside the new name came a new visual identity: a logo built from circular forms that reflected the values of community, partnership, and togetherness central to both the organization and the communities it serves.
It was — and remains — a strong mark. In a relatively short time, it built meaningful brand equity among donors, partners, and peers in the nonprofit space. Over time, however, parts of the broader visual system began to feel dated and inconsistent across applications and materials.
Dr. Don Laub, founder of InterPlast which was renamed ReSurge in 2010.
This smattering of literature from and digital assets produced before the brand refresh shows the need to refine the branding establish more consistency
Refresh, not rebrand
Rather than pursue a full rebrand, we approached the project as a refinement of an already successful identity. Brighter, more flexible colors were introduced alongside distinctive typography and a cohesive design system spanning print materials, photography, and communications.
The result is unmistakably ReSurge — familiar, recognizable, and rooted in its history — but now more refined, adaptable, and equipped for the organization’s future.
See a complete timeline of ReSurge’s history and learn more at resurge.org/our-history.
The Refresh
Updating the colors, typography and brand system for a new era of growth.
The previous logo (left) next to the 2022 refresh.
The new typeface, Greycliff by Connary Fagen, is professional, clean and legible while still feeling warm, friendly — even smily. Just look at how happy the lowercase “e” looks!
A comparison of the old and new logo at different sizes. Any font gets harder to read as it reduces in size, but the new logo’s mixed capitalization and letter spacing improves the ability to identify the words at smaller sizes.
The new color palette keeps orange as the anchor, but adds teal, tan and dark green to the core palette. Adding blues and greens to the palette was crucial in softening ReSurge’s literature to feel more refreshing and friendly.
Meet Razia in Uganda. This little girl ran into a burning home to save her sister, who did not survive. Razia was badly burned, but thanks to ReSurge, her burn wounds are being treated.
“I’ve been working with Drew for over five years, and he has truly become an extension of our team. He was instrumental in our brand refresh, elevating our graphic and brand design in a way that modernized our look while staying true to our essence.”
Anna Santos, Chief Marketing Officer
ReSurge International
Brand Guide Book
Here’s a sampling of pages from the brand guide book — an essential document to guide the usage of ReSurge’s brand assets and ensure the consistency of the brand across print and digital publications, social media, apparel, event branding and more.
My collaboration with ReSurge began in 2020.
A production team from Frank Seattle was documenting ReSurge’s and SkinCeutical’s Pioneering Women in Reconstructive Surgery (PWRS) program at Kurtipur Hospital in Kathmandu, Nepal. I was hired to join Frank’s crew as a photographer and grip. I became fast friends with the ReSurge team on that trip, and that lead to many conversations about the potential of graphic design to help them tell their story, enhance fundraising and, ultimately, help more patients. I’ve been collaborating with ReSurge as an art director and design consultant ever since.
On assignment for ReSurge in Kathmandu, 2019. Photo by Andrew Kommers.
ReSurge in action
These photos from the last five years show the ReSurge branding on livery in hospitals, operating rooms, and fundraising events around the world. More importantly, these photos show the ReSurge mission in action — local, home-grown, ReSurge-trained surgeons helping those in need right in their own country.
ReSurge Medical Volunteer Anesthesiologist, Dr. Sonia Mehta, with a patient in Hyderabad, India
ReSurge partner Dr. Yogi Aeron, Dehradun, India
A ReSurge trainer helping patients along with the local medical staff.
Surgeons from the Pioneering Women in Reconstructive Surgery program and other brand champions at a fundraising event.
A ReSurge trainer with two local surgeons, Ethiopia.
ReSurge Surgical Team Training Trip in Addis Ababa, Ethiopia
Illustrations
During the rebrand process, we experimented with illustration to help tell the ReSurge story. Illustration can take complex stories with, frankly, gruesome imagery and make them more approachable and easily understood. Kora Design Works commissioned a long-time friend and collaborator, Juyon Subic, to develop a few illustrations to test the waters. Below are the illustrations and a concept for how they could be used in a social media space.
Small brochure
Here is an 8-page brochure developed as a brief overview of the organization for potential new donors and volunteers. It’s designed to help readers quickly understand the challenge that exists, how ReSurge is helping, bolster ReSurge’s position with statistics and testimonials, and finish with a clear call-to-action.
Change a life
It’s been a privilege to collaborate with ReSurge the last six years and witness the care, efficiency, and thoughtfulness with which they operate. They are changing more than lives, but entire families, communities, even whole countries.
One of the most impactful things I’ve learned is that a relatively small amount of money can make a huge impact. Just $400, for example, can fund a life-changing surgery that restores mobility, independence, and dignity.
If you’re able, please consider making a contribution. Even a modest donation can make a meaningful difference that lasts a lifetime.
