Fenton undertook a discovery process and determined that UNDP suffered from misperceptions that it was strictly an aid or funding organization. We refocused emphasis on UNDP’s impact and the bold scale of its change, and also created a new framework and tagline for the organization. This new brand approach was the foundation for its web redesign, its 2011 annual gathering, as well as the annual report.  It continues to be a touch point for organization-wide communications.