Since 2019, Osomi has proudly partnered with the MS International Federation (MSIF) to design the evolving brand for World MS Day, a global campaign that unites people affected by multiple sclerosis and raises awareness of the challenges they face.
Each year, we create a flexible design system and toolkit to bring the campaign theme to life, from MS Connections (2020–2022) to My MS Diagnosis (2023–2025). These toolkits, translated into English, Spanish, French, Arabic and Portuguese, equip individuals and organisations worldwide with creative, ready-to-use assets. Thanks to this collaborative approach, World MS Day has grown from 79 countries in 2019 to over 127 by 2023, amplifying voices on a truly global scale.
World MS Day is more than a date, it’s a movement that gives visibility to everyone living with MS across the world. To achieve this, the campaign needed a globally accessible design toolkit that worked seamlessly across cultures, languages, and levels of design expertise. The toolkit had to balance bold, professional branding with the flexibility to empower grassroots communities and individuals. Whether in the hands of a designer, healthcare organisation or first-time campaigner, the assets needed to be easy to adapt, instantly recognisable as World MS Day, and capable of sparking conversations in every corner of the globe.
We began by working closely with Sarah, MSIF’s Senior Communications & Campaigns Manager, to understand the diverse needs of their international network. Together, we designed a scalable toolkit that delivers consistency while allowing creativity. The suite includes posters, social media templates, website headers, guidelines, handbooks, presentations and even interactive elements like Instagram filters.
To keep each campaign visually fresh yet recognisable, we collaborate with illustrators and animators to craft vibrant, human-centred assets. By tailoring every element to work in multiple languages and across digital and print formats, we created a toolkit that feels both professional and accessible, empowering thousands of people to tell their story with confidence.
By 2025, World MS Day had entered its second year of the My MS Diagnosis campaign, achieving record engagement: 3,688 posters created in the campaign period alone, an increase of over 1,000 more than in the entire previous year!
Since 2019, the campaign’s reach has expanded from 79 countries to more than 127 and continues to grow. Beyond numbers, the impact lies in the stories shared and communities connected, as people worldwide use the toolkit to highlight the realities of MS. It has been a privilege to work with MSIF and see our design work help fuel a global movement, proving how thoughtful, inclusive design can create lasting change.
