IDSA
Magnifying and unifying the work of a global medical community.
For many people, the outbreak of COVID-19 felt like an unprecedented event. But for the 13,000+ members that make up the Infectious Diseases Society of America (IDSA), the pandemic affirmed what they already knew: infectious diseases have always been, and will continue to be, one of the greatest challenges facing humanity’s future.
For over 60 years, IDSA has advocated for the field of Infectious Diseases (ID) and supported the work of a global community of specialists, researchers and students. From the frontlines of the HIV/AIDS epidemic, to the government offices of Capitol Hill—IDSA provides crucial resources and unconditional care to people around the world.
However, the necessity and urgency of their work wasn’t being reflected in the brand. And without a way to communicate the impact of the field, ID remained undervalued, under-resourced and underfunded. As COVID cases alleviated and the world went back to the status quo, IDSA needed to ensure the field remained front of mind. Together, we set out to magnify the work of their members, attract the next generation of specialists and make the case for the far-reaching impacts of infectious diseases.
Community Engagement Brand Strategy Brand Architecture Brand Identity Brand Voice Illustration Motion
IDSA
Magnifying and unifying the work of a global medical community.
For many people, the outbreak of COVID-19 felt like an unprecedented event. But for the 13,000+ members that make up the Infectious Diseases Society of America (IDSA), the pandemic affirmed what they already knew: infectious diseases have always been, and will continue to be, one of the greatest challenges facing humanity’s future.
For over 60 years, IDSA has advocated for the field of Infectious Diseases (ID) and supported the work of a global community of specialists, researchers and students. From the frontlines of the HIV/AIDS epidemic, to the government offices of Capitol Hill—IDSA provides crucial resources and unconditional care to people around the world.
However, the necessity and urgency of their work wasn’t being reflected in the brand. And without a way to communicate the impact of the field, ID remained undervalued, under-resourced and underfunded. As COVID cases alleviated and the world went back to the status quo, IDSA needed to ensure the field remained front of mind. Together, we set out to magnify the work of their members, attract the next generation of specialists and make the case for the far-reaching impacts of infectious diseases.
Community Engagement Brand Strategy Brand Architecture Brand Identity Brand Voice Illustration Motion
IDSA
Magnifying and unifying the work of a global medical community.
For many people, the outbreak of COVID-19 felt like an unprecedented event. But for the 13,000+ members that make up the Infectious Diseases Society of America (IDSA), the pandemic affirmed what they already knew: infectious diseases have always been, and will continue to be, one of the greatest challenges facing humanity’s future.
For over 60 years, IDSA has advocated for the field of Infectious Diseases (ID) and supported the work of a global community of specialists, researchers and students. From the frontlines of the HIV/AIDS epidemic, to the government offices of Capitol Hill—IDSA provides crucial resources and unconditional care to people around the world.
However, the necessity and urgency of their work wasn’t being reflected in the brand. And without a way to communicate the impact of the field, ID remained undervalued, under-resourced and underfunded. As COVID cases alleviated and the world went back to the status quo, IDSA needed to ensure the field remained front of mind. Together, we set out to magnify the work of their members, attract the next generation of specialists and make the case for the far-reaching impacts of infectious diseases.
Community Engagement Brand Strategy Brand Architecture Brand Identity Brand Voice Illustration Motion
Investigating the field of ID
To understand the true impact of IDSA, we needed to go beyond the organisation and meet the members that make up its global community. Self-described ‘disease detectives’, the field of ID was defined by endless curiosity and a determination to solve the mysteries of the microbial world. It’s why they were called upon to diagnose the trickiest medical cases and driven to find solutions to the greatest challenges facing our future.
Investigating the field of ID
To understand the true impact of IDSA, we needed to go beyond the organisation and meet the members that make up its global community. Self-described ‘disease detectives’, the field of ID was defined by endless curiosity and a determination to solve the mysteries of the microbial world. It’s why they were called upon to diagnose the trickiest medical cases and driven to find solutions to the greatest challenges facing our future.
Investigating the field of ID
To understand the true impact of IDSA, we needed to go beyond the organisation and meet the members that make up its global community. Self-described ‘disease detectives’, the field of ID was defined by endless curiosity and a determination to solve the mysteries of the microbial world. It’s why they were called upon to diagnose the trickiest medical cases and driven to find solutions to the greatest challenges facing our future.
60+ members
engaged in the project, including physicians, pharmacists, researchers and students.
3 workshops
conducted virtually, with participants around the world—from the USA to India.
4 exhibitions
held on the ground over four days, at the annual ID Week Conference in Boston.
210+ surveys
completed by members, providing feedback and input for early stages of the work.
60+ members
engaged in the project, including physicians, pharmacists, researchers and students.
3 workshops
conducted virtually, with participants around the world—from the USA to India.
4 exhibitions
held on the ground over four days, at the annual ID Week Conference in Boston.
210+ surveys
completed by members, providing feedback and input for early stages of the work.
60+ members
engaged in the project, including physicians, pharmacists, researchers and students.
3 workshops
conducted virtually, with participants around the world—from the USA to India.
4 exhibitions
held on the ground over four days, at the annual ID Week Conference in Boston.
210+ surveys
completed by members, providing feedback and input for early stages of the work.
Diagnosing the problem
Despite the interesting and impactful work of ID specialists, the field remained undervalued and overlooked. As students opted for higher paid specialties and mistrust in science spread, IDSA needed to not only represent their members, but make the world recognise the indisputable impact of ID. However, with a conservative identity and no clear voice, IDSA’s brand didn’t reflect the significance of the field, the scale of the organisation, or the diversity of their global community. To ensure the brand was equipped for today’s challenges, we leveraged IDSA’s greatest strength: the curiosity and passion of their members. Taking the field’s fascination with problem solving and the detective nature of their work, we transformed their curious spirit into a collective rallying call. Whether they were tracking emerging outbreaks, searching for new antibiotics or advancing health equity—the field of ID was on the case.
Diagnosing the problem
Despite the interesting and impactful work of ID specialists, the field remained undervalued and overlooked. As students opted for higher paid specialties and mistrust in science spread, IDSA needed to not only represent their members, but make the world recognise the indisputable impact of ID. However, with a conservative identity and no clear voice, IDSA’s brand didn’t reflect the significance of the field, the scale of the organisation, or the diversity of their global community. To ensure the brand was equipped for today’s challenges, we leveraged IDSA’s greatest strength: the curiosity and passion of their members. Taking the field’s fascination with problem solving and the detective nature of their work, we transformed their curious spirit into a collective rallying call. Whether they were tracking emerging outbreaks, searching for new antibiotics or advancing health equity—the field of ID was on the case.
Diagnosing the problem
Despite the interesting and impactful work of ID specialists, the field remained undervalued and overlooked. As students opted for higher paid specialties and mistrust in science spread, IDSA needed to not only represent their members, but make the world recognise the indisputable impact of ID. However, with a conservative identity and no clear voice, IDSA’s brand didn’t reflect the significance of the field, the scale of the organisation, or the diversity of their global community. To ensure the brand was equipped for today’s challenges, we leveraged IDSA’s greatest strength: the curiosity and passion of their members. Taking the field’s fascination with problem solving and the detective nature of their work, we transformed their curious spirit into a collective rallying call. Whether they were tracking emerging outbreaks, searching for new antibiotics or advancing health equity—the field of ID was on the case.
Through the lens of curiosity
We transformed the community’s curiosity into a cohesive system, using tools and techniques from the field to magnify the impact of their members and elevate the challenges they were working to solve. Petri-dishes, bacterial rods and microscope slides form the layout system and serve as a lens into the world of ID. Through motion, they replicate the way the community solves problems by magnifying, revealing and imitating the investigative nature of their work. The clinical imagery dominating the medical field is replaced with compassionate photography, while a vibrant palette leads with yellow—the colour of curiosity.
Through the lens of curiosity
We transformed the community’s curiosity into a cohesive system, using tools and techniques from the field to magnify the impact of their members and elevate the challenges they were working to solve. Petri-dishes, bacterial rods and microscope slides form the layout system and serve as a lens into the world of ID. Through motion, they replicate the way the community solves problems by magnifying, revealing and imitating the investigative nature of their work. The clinical imagery dominating the medical field is replaced with compassionate photography, while a vibrant palette leads with yellow—the colour of curiosity.
Through the lens of curiosity
We transformed the community’s curiosity into a cohesive system, using tools and techniques from the field to magnify the impact of their members and elevate the challenges they were working to solve. Petri-dishes, bacterial rods and microscope slides form the layout system and serve as a lens into the world of ID. Through motion, they replicate the way the community solves problems by magnifying, revealing and imitating the investigative nature of their work. The clinical imagery dominating the medical field is replaced with compassionate photography, while a vibrant palette leads with yellow—the colour of curiosity.
The logomark brings together the key components of IDSA. At its core is a spark of curiosity — a quality that is distinct to the speciality and continues to drive those working in the field today. A petri dish represents the world of infectious diseases, while a north star signals IDSA’s role as trusted institution for specialists and a guiding light for society. Together, they produce a confident mark of authority and an expression of the community’s curiosity.
The logomark brings together the key components of IDSA. At its core is a spark of curiosity — a quality that is distinct to the speciality and continues to drive those working in the field today. A petri dish represents the world of infectious diseases, while a north star signals IDSA’s role as trusted institution for specialists and a guiding light for society. Together, they produce a confident mark of authority and an expression of the community’s curiosity.
The logomark brings together the key components of IDSA. At its core is a spark of curiosity — a quality that is distinct to the speciality and continues to drive those working in the field today. A petri dish represents the world of infectious diseases, while a north star signals IDSA’s role as trusted institution for specialists and a guiding light for society. Together, they produce a confident mark of authority and an expression of the community’s curiosity.
A suite of custom illustrations build on the history of the field, referencing the hand-drawn sketches of anatomy diagrams and medical journals. Their inky, water-colour style is inspired by gram stain tests—a method that uses purple dye to identify bacterial infections. Like gram stains, the illustrations bring visibility to the field of ID, identifying the challenges and revealing the solutions.
A suite of custom illustrations build on the history of the field, referencing the hand-drawn sketches of anatomy diagrams and medical journals. Their inky, water-colour style is inspired by gram stain tests—a method that uses purple dye to identify bacterial infections. Like gram stains, the illustrations bring visibility to the field of ID, identifying the challenges and revealing the solutions.
A suite of custom illustrations build on the history of the field, referencing the hand-drawn sketches of anatomy diagrams and medical journals. Their inky, water-colour style is inspired by gram stain tests—a method that uses purple dye to identify bacterial infections. Like gram stains, the illustrations bring visibility to the field of ID, identifying the challenges and revealing the solutions.
Making the case for ID
IDSA’s community were solving some of the greatest challenges facing humanity’s future. But an unestablished voice and modest messaging meant their communications often minimised the crucial contributions of the field. Amongst public mistrust and misinformation, IDSA needed to be a stronger voice for infectious diseases—representing the community, reinvigorating interest in the field and reinforcing the importance of their work. Their Brand Voice is built on the qualities that define IDSA’s community: knowledgeable expertise, compassionate leadership and endless curiosity. Whilst it encourages IDSA to confidently advocate for the field, it also allows them to embrace the unique personalities of their members. Tapping into their appreciation for problem solving, language replicates the investigative nature of ID and takes subtle cues from the conventions of mystery novels—a genre that drew many to the field.
Making the case for ID
IDSA’s community were solving some of the greatest challenges facing humanity’s future. But an unestablished voice and modest messaging meant their communications often minimised the crucial contributions of the field. Amongst public mistrust and misinformation, IDSA needed to be a stronger voice for infectious diseases—representing the community, reinvigorating interest in the field and reinforcing the importance of their work. Their Brand Voice is built on the qualities that define IDSA’s community: knowledgeable expertise, compassionate leadership and endless curiosity. Whilst it encourages IDSA to confidently advocate for the field, it also allows them to embrace the unique personalities of their members. Tapping into their appreciation for problem solving, language replicates the investigative nature of ID and takes subtle cues from the conventions of mystery novels—a genre that drew many to the field.
Making the case for ID
IDSA’s community were solving some of the greatest challenges facing humanity’s future. But an unestablished voice and modest messaging meant their communications often minimised the crucial contributions of the field. Amongst public mistrust and misinformation, IDSA needed to be a stronger voice for infectious diseases—representing the community, reinvigorating interest in the field and reinforcing the importance of their work. Their Brand Voice is built on the qualities that define IDSA’s community: knowledgeable expertise, compassionate leadership and endless curiosity. Whilst it encourages IDSA to confidently advocate for the field, it also allows them to embrace the unique personalities of their members. Tapping into their appreciation for problem solving, language replicates the investigative nature of ID and takes subtle cues from the conventions of mystery novels—a genre that drew many to the field.
“Our work with For The People illuminated the soul of our curious community of ID specialists... They led us through a period of intensive introspection to reveal a deeper, bolder truth about our brand. The end product was a revelation – simple, earnest yet avant-garde in its own way ”
— N. Benoit Dansky, Senior Director of Membership and Brand
“Our work with For The People illuminated the soul of our curious community of ID specialists... They led us through a period of intensive introspection to reveal a deeper, bolder truth about our brand. The end product was a revelation – simple, earnest yet avant-garde in its own way ”
— N. Benoit Dansky, Senior Director of Membership and Brand
“Our work with For The People illuminated the soul of our curious community of ID specialists... They led us through a period of intensive introspection to reveal a deeper, bolder truth about our brand. The end product was a revelation – simple, earnest yet avant-garde in its own way ”
— N. Benoit Dansky, Senior Director of Membership and Brand
Credits
Recognition
Thank you to Benoit, Chris, Felicity, Gayle, Ty and the IDSA Board of Directors for bringing your endless curiosity to this project and helping us solve every challenge we encountered along the way.
And to IDSA’s entire membership community and all those working in the field of Infectious Diseases — thank you for the time you gave to participate in this project and the lifetime you have given to protecting the health of humankind.
Strategy
Claudia Henderson
Storytelling
Arielle Bodenstein, Mathew Groom
Design
Georgia Urie, Patrick Carroll, Emma Turney, Atsaya Gabiryalpillai, Siena Zadro, Melissa Baillache, Alexis Waller
Account
Monique Tadrous, Anna Leary, James Cooper, Sonia Uznadze
Illustration
Ilana Bodenstein
Typefaces
Quadrant Text – Matter of Sorts
Inter – RSMS
Awards
D&AD Awards
Shortlist – Brand Voice
Thank you to Benoit, Chris, Felicity, Gayle, Ty and the IDSA Board of Directors for bringing your endless curiosity to this project and helping us solve every challenge we encountered along the way.
And to IDSA’s entire membership community and all those working in the field of Infectious Diseases — thank you for the time you gave to participate in this project and the lifetime you have given to protecting the health of humankind.
Strategy
Claudia Henderson
Storytelling
Arielle Bodenstein, Mathew Groom
Design
Georgia Urie, Patrick Carroll, Emma Turney, Atsaya Gabiryalpillai, Siena Zadro, Melissa Baillache, Alexis Waller
Account
Monique Tadrous, Anna Leary, James Cooper, Sonia Uznadze
Illustration
Ilana Bodenstein
Typefaces
Quadrant Text – Matter of Sorts
Inter – RSMS
Recognition
Awards
D&AD Awards
Shortlist – Brand Voice
Credits
Recognition
Thank you to Benoit, Chris, Felicity, Gayle, Ty and the IDSA Board of Directors for bringing your endless curiosity to this project and helping us solve every challenge we encountered along the way.
And to IDSA’s entire membership community and all those working in the field of Infectious Diseases — thank you for the time you gave to participate in this project and the lifetime you have given to protecting the health of humankind.
Strategy
Claudia Henderson
Storytelling
Arielle Bodenstein, Mathew Groom
Design
Georgia Urie, Patrick Carroll, Emma Turney, Atsaya Gabiryalpillai, Siena Zadro, Melissa Baillache, Alexis Waller
Account
Monique Tadrous, Anna Leary, James Cooper, Sonia Uznadze
Illustration
Ilana Bodenstein
Typefaces
Quadrant Text – Matter of Sorts
Inter – RSMS
Awards
D&AD Awards
Shortlist – Brand Voice
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025