CFI: Organizational & Brand Strategy

 

This project required various types of research and charting methods to determine problem/opportunity spaces in a complex business system. I worked with a large national non-profit with a local presence. Research, findings and suggestions were compiled into a final research document.

The proposal I outlined included a new marketing campaign designed to put a face on free-thinkers and target traditionally conservative areas, re-branding the organization to reflect a more diverse and inclusive atmosphere, and forming new strategic business alliances along with opening new chapters in key transitional areas.

 

Project Outline: 


Research 
[Organizational Audit] 
[Brand Evaluation/Charting] 
[Communications Audit] 
[Ethnographic Research/Persona Development] 

Analysis 
[S.W.O.T. Analysis] 
[Problem Identification] 
[Solution Development] 

Executive Overview Presentation 
[Creative Brief] 
[New Vision Statement/Moodboard] 
[Recommendations] 
[Experience Piece - 3 min. movie] 

Design Document 
[Organizing Data] 
[Copywriting] 
[Layout & Graphic Design] 
[File Prep/Printer Specs] 
[Construction]

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The images below are excerpts from the final design document. 

Images of the central campaign and other components will be added soon.

DESIGN DOCUMENT VIEWS

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SECTION INTRODUCTION

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ORG CHART & MISSION PAGE

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SECTION INTRODUCTION

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MARKETING AESTHETICS & COMMUNICATIONS STRATEGY PAGES

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SECTION INTRODUCTION

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Thin White Line: Transformation Design

Ninja Pop: Exhibit Design