The Harry Frank Guggenheim Foundation
BRAND STRATEGY / CAPACITY BUILDING / BRANDING AND DESIGN
Opportunity
The Harry Frank Guggenheim Foundation uniquely supports luminary early- and mid-career researchers studying violence and its amelioration around the world. HFG came to us to get a better grasp of their brand and digital communications, and understand where they were succeeding and where they were falling short. We agreed to conduct a complete audit, provide actionable insights, and help them strategize implementation.
With such an elegant brand identity, brilliant and gracious staff, and erudite target audiences, we jumped at the chance to help HFG increase its already significant impact.
Approach We ran a straightforward, rigorous process to produce a robust findings, analysis, recommendations, and implementation strategy report. Our signal-gathering included deep stakeholder workshops and interviews to understand HFG's organizational, brand, content, and audience strategies; a multiplatform, targeted audience survey; website and social media analytics; and our in-house expertise in brand strategy and design, digital and print design, and communications.
The findings mixed and melded into analyses, recommendations, and implementation strategies. First in our minds, then on paper, and finally as a comprehensive 42-page report, summary presentation, and in-depth discussions with HFG stakeholders on implementation.
We then moved on to content strategy and the first phase of website design and development, with a special focus on clarifying their programming — a process that trickled upstream into overall organizational strategy as well.
Contemporary Academic Excellence
Impact We parlayed certain tensions into a dynamic, actionable reframe of some overall brand DNA, restructured the website information architecture and UI design to support HFG’s goals, and have seen HFG act on a broad range of our communications and brand recommendations, leading to increased engagement.
The new brand strategy and partially redesigned website earned the buyin of their board, and personally we feel our work successfully showcases HFG’s graceful leadership in creating and disseminating knowledge against violence.
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