Is your brand
still relevant?
It might be time
to BRANDSTORM.
Is your brand
still relevant?
It might be time
to BRANDSTORM.
Change is inevitable in the life of any organization. A reposition or refocus of priorities, market changes and mergers and acquisitions are just a few instances that can impact how a brand needs to alter its communications to engage its audience and stay relevant. We help brands take on new markets and positions using Gavin’s own BRANDSTORMING process, designed to help organizations manage the complexities of undertaking a rebrand or a reposition.
Rebranding a Community Maker
It was clear to Crispus Attucks York, a nonprofit serving economically disadvantaged residents for 89 years, that it was time to rebrand the organization
to reflect the organization’s growth and the changing demographics of individuals relying on its services. Gavin guided client leadership through a full visual immersion that drove a strategic creative platform that was then executed through an easily adoptable tagline, impactful visuals and communications tools and an improved online presence.
Using our comprehensive BRANDSTORMING process, we engaged stakeholders, employees and students to ensure the new brand simultaneously reflected their current standing in the community and their future plans for expansion and growth.
WHAT IS IT? BRANDSTORMING digs into the lens of various audiences by asking stakeholders to fully immerse themselves in the minds and emotions of their audiences to pinpoint the connections that bond them to the brand.
From visual references, review of cultural norms, story building and exploring personal connections at various moments in the target audience’s journey, our BRANDSTORMING process uncovers the emotional needs the brand must meet through the lens of the audience.
HOW IS IT DONE? Through a series of stakeholder interviews, leadership vision-casting sessions and audience intercept surveys, we gathered input from every angle and every voice.
Using a combination of facilitated sessions, public engagement opportunities and one-on-one interviews, we allowed participants to share their perceptions, feelings and emotions specific to the organization’s impact on them personally. Then, data was compiled into word clouds and mood boards to visualize the brand’s current impact and market position, providing a launching point for a new strategic brand platform with supporting visuals and messaging.
A Brand with Greater Possibility
Armed with an engaging new brand mark and a newly developed empowering tagline and messaging, Crispus Attucks is prepared for the next generation of community support and the changing needs of their community. Through the use of energizing creative and communications tools provided with the new brand, Crispus Attucks is giving rise to what is possible with greater confidence.
“We felt that Gavin went above and beyond in developing logo concepts for our rebrand. They captured the sentiments of our team and were patient throughout the process. In the end, we launched two great logos and taglines that complement each other and represent the compassion and innovation behind our mission.”
MEGAN PLUMLEY – Development Director