Context & Challenge
A leading voice on responsible trade, ready for its next chapter
amfori is one of the world’s leading international business associations. It helps companies build sustainable, responsible, and resilient supply chains through social and environmental auditing, risk assessment, training, and advocacy for ethical trade. With members across the globe and offices in Brussels, Hong Kong, and Mumbai, amfori sits at the heart of the responsible trade movement.
The organisation had grown significantly. Its mission, audiences, and influence had all expanded. But its brand platform, the strategic layer that defines who it speaks to, what it stands for, and how it sets itself apart, hadn’t kept pace. The competitive landscape was shifting. Audience expectations were evolving. Regulatory pressure was intensifying. And with multiple products, audiences, and regions to address, amfori was looking for a way to speak with one clear, unified voice across its growing ecosystem.
amfori needed to refresh its brand strategy from the ground up, then bring it to life consistently across every channel where it engages members, prospects, and stakeholders.
Strategic Insight
Break the silos
For an organisation operating at the intersection of business, regulation, and sustainability, brand strength comes from clarity. Clarity about who you serve, what you uniquely offer, and how you say it.
MOJO Agency led a comprehensive brand strategy refresh, working closely with amfori’s teams to rebuild the strategic foundations: audience analysis, competitive positioning, value proposition, messaging architecture, and brand promises.
The real challenge was to break the silos. To design a single strategic system that works across product development, retention, and acquisition. That meant moving past surface-level messaging and digging into the deeper motivations of amfori’s members and prospects, while mapping the full range of benefits that matter today and will continue to matter in the years ahead.
The approach was methodical. First, exploring the needs of members and non-members in depth. Then mapping the benefits amfori currently delivers. From there, identifying the commonalities and the gaps between what audiences need and what they receive. Finally, selecting the core needs to meet and the core benefits to communicate, building one coherent value story across every audience.
Solutions
The strategic core: a full brand strategy refresh
MOJO Agency is leading amfori through a structured strategic process designed to refresh the organisation’s brand strategy from the ground up. The work unfolds in three steps.
Step 1 / Analysis
A deep dive into amfori’s context, competitive environment, key sectors, and audience needs. The analysis covers the functional and emotional benefits of membership, the competitive landscape in responsible trade, the macro context shaping the industry, and the specific dynamics of amfori’s priority sectors and geographies. Combining desk research, internal data, and collaborative workshops, this phase builds a shared, evidence-based picture of where amfori stands today and where the next growth lies.
Step 2 / Brand definition
Working hand in hand with amfori’s teams to articulate the organisation’s mission, vision, values, brand personality, and unique positioning. This phase defines what amfori stands for, how it differs from other actors in the responsible trade space, and what promises it makes to its audiences.
Step 3 / Communication strategy
Translating the brand strategy into a concrete, actionable communication roadmap. Audience prioritisation, messaging frameworks, narrative angle, key messages, channel strategy, and a production plan to bring the strategy to life across every touchpoint.
Solutions
Activation layer 01 / Website transformation & digital experience
The new amfori.org website is the most visible activation of the brand strategy work. MOJO Agency conducted a full 360° audit of amfori’s digital presence (130+ pages reviewed across UX, SEO, UI, verbal identity, and information architecture), then led a complete redesign and rebuild.
Three regional websites (global, Swiss, and Chinese) were unified into a single coherent domain. The platform was built to serve amfori’s diverse audiences with clarity, supported by a robust technical infrastructure, a GDPR-compliant membership platform, and a 3,000+ URL migration plan designed to protect SEO performance at every step.
Solutions
Activation layer 02 / Paid media campaigns
To bring amfori’s positioning to the right audiences, MOJO Agency designed and executed two pan-European paid media campaigns targeting sustainability and supply chain professionals across Northern Europe and Germany. Each campaign was built directly from the strategic work, with messaging, targeting, and creative aligned with amfori’s refreshed positioning.
Solutions
Activation layer 03 / LinkedIn Strategy 2026
To extend the brand strategy into amfori’s day-to-day social media presence, MOJO Agency is developing a comprehensive LinkedIn strategy structured around four steps: a strategic diagnostic of amfori’s current LinkedIn performance, a content architecture aligned with its audiences and objectives, a visibility strategy balancing organic and paid distribution, and a 2026 LinkedIn Playbook to guide the entire organisation under one consistent brand voice.
Results & Impact
A unified strategic foundation, already producing results
The renewed brand strategy is giving amfori a clear, shared foundation. A common language across teams, products, and regions, and a strategic compass for every future communication decision.
On the digital activation side, the new amfori.org was delivered in six months, bringing three regional sites into one high-performance global platform. A complex three-step migration of 3,000+ multilingual URLs was completed without losing any SEO authority. The site scores 90+ on desktop and 70+ on mobile on Lighthouse performance benchmarks.
The paid media activations delivered strong results. Campaign #1 reached over 1.7 million users and generated 59,700 clicks across Sweden, Denmark, Finland, and the Netherlands. Campaign 2 reached 470,000+ users and generated 12,000+ clicks in Germany. Both achieved an average cost per click of €0.20, well below industry benchmarks for B2B sustainability audiences.
With the brand strategy now informing every channel, amfori is equipped to communicate with greater clarity, consistency, and impact across 2026 and beyond.
Testimonial
“You are not the only ones who are very proud of our new website. It looks no less than absolutely amazing! A big and heartfelt thanks from all of us for the outstanding work you and the team have done. Your dedication to this project, responsiveness, guidance, and collaborative spirit have been truly impressive. But the most impressive thing is how well-managed the project was, with a successful launch at the start of summer as we’d hoped for. We’re very happy to have had such a committed and skilled partner by our side.”
Anke Meurrens, Head of Strategic Marketing & Communication, amfori
