Branding, ad campaign, and book series

McL Case Study

Jul 10

Written By Robin McLoughlin

Leadership book series

Leadership, Volume 1: Best Practices and Processes for in-house creative leaders

Leadership, Volume 2: From the Trenches. Stories + Anecdotes + Insights from in-house creative leaders.

Leadership, Volume 3: Disruption

Supporting a non-profit
InSource, a non-profit for creative leaders, aimed to solidify its brand identity to stand out in the market. This case study examines how we strategically crafted its brand positioning and guidelines, ad campaign, and series of leadership books.

Challenges

Inconsistent branding
Undefined brand personality
Limited brand awareness

Approach

We held workshops to create the brand positioning, values, and vision
Conducted target audience research and interviews
Crafted a clear brand positioning statement
Developed a new visual identity
Wrote consistent messaging and created a tone of voice
Produced brand guidelines

Brand positioning

We know for sure that consistency builds recognition, and it was crucial to improve brand awareness to bring the organization to its next level of success. First, setting up a strong foundation and identity for the brand on paper allowed us to easily create the right visuals to make an impact, creating a cohesive brand.

Ad campaign

We created an impactful ad campaign capturing key members of the community talking about their genuine experiences as creative leaders. This concept had the power to influence behaviors by putting a real face and real experiences out there for the target audience to see.

Leadership book series

The series of leadership books represented the latest tips and trends from a variety of creative leaders focused on leveraging their experiences to influencing others to create change. Smart leaders embrace change, stay on trend, improve operations, and position themselves as design thinkers leading creative strategy within their organizations. These books which are available on Amazon, gave InSource the voice and platform to become trusted thought leaders in the industry.

Conclusion

Membership increased by 25% after releasing the new ad campaign and refreshed website complimenting the updated visual identity and messaging. The brand guidelines allowed the team to keep their visuals and messages consistent so they could focus their efforts elsewhere.