Strategy: The rebranding journey unfolded in three phases. The first phase with a survey, volunteer experience, and dozens of interviews to understand the brand’s essence. The second phase brought the brand to life, finalizing a vibrant logo and completing the brand and messaging guide for cohesive communications. The final phase built anticipation and launched the new brand during ELK’s annual fundraiser with a brand unveiling video and reusable marketing templates. A WordPress website refresh and brand training sessions were integral to this phase, ensuring a seamless transition to the new brand identity.
Results:
- Launch Toolkit: Our teaser campaign achieved over 3,000 views and nearly 200 engagements, exceeding ELK’s benchmarks by 300%. The toolkit provided staff with sample copies and FAQs to articulate the purpose of rebranding.
- Messaging Guide: We created a guide of preferred terms, the brand narrative, and defined personality traits. We uncovered previously overlooked issues through in-depth interviews and distilled our findings into four key themes. By segmenting ELK’s audience into five groups, we tailored the guide to address diverse perceptions and preferences.
Impact: The launch video, released at ELK n’ Eggs, celebrated the new brand and highlighted ELK’s mission and achievements, leading to a record-breaking fundraising event. The accompanying social media campaign further amplified the message, reaching a wider audience and driving engagement across platforms. The refreshed website, aligned with the new brand and messaging, offered a cohesive and enhanced user experience, making it easier for visitors to engage and learn about ELK’s programs, events, and impact.
