Guardians of Health - WHO Immunization Programme

Guardians of Health is an illustrated coffee table book designed for WHO Pakistan, capturing the impactful journey of the country's Immunization Programme. From concept to completion, our studio led the entire creative direction—including content development, copy editing, and visual storytelling. The report features a seamless blend of documentary photography and original illustrations inspired by local cultural aesthetics, effectively grounding the narrative in the Pakistani context. Designed to be both informative and emotionally engaging, the publication honors the frontline health workers and communities at the heart of immunization efforts. Through thoughtful layout, indigenous motifs, and contextually relevant visuals, the report stands as a compelling communication piece that bridges data with design.

Guardians of Health – A Journey of WHO Immunization Programme in Pakistan

This coffee-table publication was conceived, designed, and executed by Retroactive Studios as part of a creative commission for WHO Pakistan. Developed to document the journey of the National Immunization Programme in Pakistan, the project integrates real documentary photographs with bespoke illustrations, creating a compelling narrative rooted in local visual culture.

I led the creative direction, visual language, and publication design, while remaining fully hands-on throughout. All visual assets—including illustrations, layout, and overall design execution—were personally crafted in-house to ensure every element aligned with the intended narrative and aesthetic.

Content development, copywriting, and copy editing were carried out by Sumaira Sagheer, Director of Communications at Retroactive Studios, resulting in a cohesive and impactful communication product.

This project is presented here for portfolio purposes only, to highlight our studio’s design capabilities.

All rights remain with WHO Pakistan.

Design & Communication

The visual direction for Guardians of Health drew from Pakistan’s indigenous aesthetics and storytelling traditions. A cohesive suite of custom illustrations was developed to complement authentic documentary photography, adding emotional depth and reinforcing a unified visual language throughout the publication.

Designed as a coffee table book, the report features a refined editorial layout, culturally aware typography, and intentional pacing. Each spread was composed to enhance narrative flow and position the publication as both an informative document and a collectible design piece.

To extend its reach, content was adapted into a digital campaign, with visuals and messaging tailored for social media platforms. The custom illustrations were also independently used by the WHO team across various event materials—such as backdrops, posters, and roll-up banners—further amplifying the visual identity, though those assets were developed by WHO.

Designing for Development Impact

This project reflects our capability to deliver comprehensive, end-to-end communication solutions for the development sector—from initial ideation and content development to illustration, publication design, and multi-platform campaign rollout.

Scope of Work:

Visual strategy and concept development
Layout and editorial design
Custom illustrations
Storytelling through indigenous visual language
Social media campaign design
Copywriting and copy editing

Commissioned by WHO Pakistan, this project is presented here to showcase our creative direction, strategic design thinking, and storytelling expertise within the public health and development communication space.

Thank you for taking the time to explore this project.
We hope it reflects the care, craft, and culturally grounded storytelling we bring to every project.

↑Back to Top