1: Align
Story GatheringPhase one will take your organization from apprehension about the branding process to excitement so that everyone is aligned with the goals of the process and ready to receive the results.
We begin with what we call “Story Gathering.” This phase will empower you to gather insights about your organization’s history and impact. The process leverages both in-person sessions and online surveys to ensure that everyone in your community has the opportunity to weigh in. The questions asked will be story-oriented, for example: “Tell me the story of a moment you saw this community at its best.” Story Gathering will deepen emotional ties within your community and give us the understanding and momentum we need to begin defining your identity.
2: Define
The Identity SprintPhase two will take you from an unclear value offering and organizational identity to a clear value offering and identity.
Two strategists from our team will meet with up to three of your key stakeholders online or in person for a two-day Identity Sprint. Together, we will dive into both the brand convictions that drive you and the vital strategic questions every successful organization needs to answer: Who? What? Why? How? This will help you anchor future strategic, communication, and identity decisions, and help us avoid potential pitfalls through the rest of the process.
We will arrive at two deliverables by the end of this two-day process:
DeliverablesCreative Brief:
This document provides guidelines on how your organization communicates visually and verbally. We will write out a “user journey” in story form that will include all strategic discoveries made in the Sprint.
Brand Manifesto
This document expresses your reason for being. It includes the most important decisions every organization must make: Who you exist for, what problem you’re solving for them, and what transformation you promise them. This will take the form of a Why Statement and 6-7 core beliefs that articulate what you stand for.
OSV Challenge Manifesto | Dating Practically Manifesto
3. Design
Brand DesignWith your Brand Manifesto and Creative Brief as our north star, we will take you from a cluttered or meaningless brand language to a visual language that stands for something authentic, profound, and powerful.
This phase is broken down into three steps that will drive creative conflict on your team and help you to prioritize what matters most to your brand. At each step you will have space for one round of revisions; once you’ve given approval, we’ll move on to the next step. The steps are:
1. Moodboards
2. Brand Exploration
3. Brand Development.
Final DeliverableThe final deliverable is a Brand Book. This includes a detailed examination of your visual brand, including logos, sub-logos, iconography, fonts, photography rules, etc.
4 Launch
Brand RolloutYou now have a new brand, but that brand is useless to you without adoption throughout your organization. This process will help you leverage your brand rollout in order to inspire commitment from your community.
As a part of the handoff process, we’ll empower you to unveil your new brand to your community so that you can deepen cultural ties and inspire momentum. This is a key step, and one that will be tailored specifically to your culture and capabilities.
