The United Nations Development Programme (UNDP) is the UN’s leading knowledge organization for sustainable development and the integrator for collective action toward the achievement of the Sustainable Development Goals (SDGs). Its policy work—spanning Headquarters, Regional, and Country Offices—combines local insights with global expertise and advocacy. To deliver on its Strategic Plan, UNDP invests in the Global Policy Network (GPN), a platform of technical experts supporting signature solutions and organizational capabilities. Within GPN, the Bureau for Policy and Programme Support (BPPS) develops policies and guidance, provides technical advice to Country Offices, represents UNDP in global fora, and promotes innovation and data-driven approaches. UNDP implements the Global Environment Facility (GEF)-funded “Integrated Collaborative Approaches for Sustainable Tourism (iCOAST)” Programme, which aims to transform tourism by creating enabling policies, financial mechanisms, and incentives for governments, businesses, and communities to adopt sustainable practices, mainly focusing on the hotel sector. The Programme fosters local supply chains, empowers tourists to make sustainable choices without compromising quality or comfort, and seeks to reduce pollution, greenhouse gas emissions, resource overconsumption, and biodiversity loss—while generating equitable livelihoods. iCOAST is implemented through a global component, 11 national projects (Belize, Dominican Republic, Honduras, Indonesia, Jamaica, Maldives, Mexico, Seychelles, Tanzania, Trinidad & Tobago, Vanuatu), and one regional project (Egypt, Morocco, Türkiye). Given iCOAST’s multi-country, multi-partner structure, a shared branding system will help align visual identity, messaging, and tone of voice across all countries and partners, ensuring that the Programme is consistently identifiable, its objectives are clearly communicated, and GEF and UNDP support is properly recognized.