Brand Strategy Development
Project date: 2010
As his first project as a volunteer with the Taproot Foundation Duane lead development of Brand Strategy and Key Messaging for Seattle’s Lighthouse for the Blind.A dynamic new president had been charged with increasing the visibility of the organization. There was also recognition that the organization needed to improve their marketing messages. Our team was tasked with developing Brand Strategy and Key Messages inline with general Taproot guidelines.
With Robin Staples as Account Director, Carrie Zheng as Marketing Manager, Anne Geurts as Copywriter, and Britta Michalove as Project Manager, Duane lead a discovery process that included developing a survey, interviewing representative stakeholders, and auditing the organization and competing brands.
We uncovered inconsistent naming, unneeded communication tools, and an organization that while remarkably clear in its values and mission, was unclear in how to communicate that focus.
We discovered an inherent inspirational ideal shared by all stakeholders of wanting to make a difference in the lives of the blind, and the shared belief that nothing makes more of a difference than helping someone help themselves.
Our process and deliverables gave the organization a better understanding of itself and its relationships with stakeholder groups, and provided a guide for communication when talking to those groups. Now Seattle Lighthouse has tools to prioritize future marcom projects and an understanding of its chief brand asset: it’s pivotal position in changing the lives of Seattle’s Blind, Deaf-blind, and blind with other disabilities through skill training and the development of work opportunities.
PROJECTS
• Brand Strategy
• Key Messages
• Marcom Audit
• Naming / Identity Brief
