The Situation
The Philippine Tuberculosis Society Inc. (PTSI) has led the country’s TB fight since 1910. It is the largest private NGO in the Philippines dedicated to TB detection, control, and treatment, operating in the country that ranks eighth globally for TB burden and first in Asia for the highest number of cases. After 112 years, the organization’s identity no longer reflected the scope of its mission.
PTSI needed more than a visual refresh. The organization had no digital footprint, no online platform for stakeholder communication, and no modern materials that conveyed the scale of a century of TB work. With its 112th anniversary approaching in July 2022, PTSI needed a rebrand that honored its legacy while positioning it as a credible, modern partner in the national effort to eliminate TB.
The Approach
Phase 1: People-First Story Collection
Interviewed employees, directors, and key stakeholders who had dedicated their careers to PTSI‘s TB mission. These conversations captured the personal initiatives, achievements, and future plans of the people behind the organization. A TB survivor also shared his experience to humanize the impact of PTSI‘s work on individual Filipino lives.
Phase 2: Legacy Video Production
Produced a legacy video designed to last decades, capturing the voices of the people who built PTSI and the patients who benefited from its services. The video was crafted so that PTSI staff could revisit it 20 or 30 years later and see the accomplishments they achieved as the country’s pioneer in TB control.
Phase 3: Website & Digital Platform Launch
Built PTSI‘s website as the organization’s first digital footprint, giving it an online platform to communicate its legacy, research, upcoming events, and stakeholder updates. The website and legacy video together formed the centerpiece of the strategic rebranding launch and 112th-anniversary celebration in July 2022.
The Results
- 112 years Of TB advocacy captured and communicated through the rebrand
- First digital platform PTSI’s website launched as the organization’s inaugural online presence
- Anniversary launch Rebranding debuted at the 112th-anniversary celebration in July 2022
Campaign Highlights:
- People-centric storytelling featured employees, directors, stakeholders, and a TB survivor
- Legacy video produced as a lasting document of PTSI‘s achievements across 112 years
- Website established as PTSI‘s first platform for communicating research, events, and organizational updates
- Rebrand positioned PTSI as a modern partner in the national TB elimination effort
- All materials designed to serve PTSI for decades, not just the anniversary moment
The Takeaway
The strongest rebrand for a legacy organization isn’t a new logo. It’s the moment the organization’s own people see themselves reflected in its public identity for the first time. PTSI‘s rebrand worked because it started with the stories of the people who spent their careers fighting TB, not with a design brief.
- Industry: Healthcare, Public Sector
- Service: Creative Services
- Solution: For Enterprise
Frequently Asked Questions
How does a healthcare brand build a social media following on a lifestyle platform?
By leading with the health topics people already care about, not the products. Content about healthy eating, exercise, and prevention draws attention. The brand connection comes second, once trust is establishHow do you rebrand a 112-year-old organization without losing its legacy?
By making the legacy the foundation of the rebrand, not something the rebrand replaces. PTSI‘s people and their stories became the center of every deliverable. The legacy video, the website, and the anniversary materials all looked forward while being rooted in 112 years of TB advocacy. The rebrand says this is who we’ve always been, presented for the world we’re in now.
Why use employee and stakeholder interviews as the basis for a rebrand?
Because organizations are their people. PTSI‘s directors, employees, and patients carry the emotional weight of the TB mission in a way that no corporate messaging can. Their voices make the rebrand feel authentic and earned, which matters for an organization that has been doing this work for over a century.
Why did PTSI need a digital platform after 112 years without one?
Because donors, partners, and the public increasingly evaluate organizations online before engaging. Without a website, PTSI‘s century of work was invisible to anyone who wasn’t already in the TB community. The digital platform made PTSI‘s research, events, and legacy accessible to the stakeholders it needs to attract for its next century.
What makes a legacy video different from a standard corporate video?
A legacy video is designed to last. It captures the people and the moment in a way that will still resonate decades later. PTSI‘s legacy video was built so that staff could watch it in 20 or 30 years and see the organization’s accomplishments through the eyes of the people who were there.
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