Branding, Website, and Marketing Collateral
Workhorse was asked to create a new corporate brand identity, which included a logo, tagline, business cards, and letterhead design. In addition, we were to translate the branding online by creating a content managed website, as well as design printed marketing materials.
As a starting point, our research produced a brand strategy that articulated the purposes, values, and distinctive qualities of the proposed new brand for Relay Colorado. The Workhorse research process involves three stages:
Exploration defines the subject matter or elements to be studied. Elements are represented by the people, objects, and culture impacted by the brand.
Data Gathering involves interviewing key people to understand their mission and vision, analyzing the objects on which the brand will be applied, and studying organizational characteristics to gain insight into the university's essence and how it is perceived. Methods may be qualitative or quantitative, including surveys, one-on-one interviews, questionnaires, and other research tools.
Synthesis is the distillation and interpretation of all research findings. Agreement is established for target markets, competitive advantage, core values, brand attributes, and brand identity. The brand strategy brief sets forth positioning statements, value propositions, competitive strengths and weaknesses, brand challenges and solutions, and tagline messaging.
This process revealed the requirements of producing the redefined brand strategy for Relay Colorado that would serve as the basis for producing the branding and marketing materials.
Purpose of Production
Based on our research, Workhorse determined the goals and objectives of each project deliverable. The outcomes of the project as a whole were defined to be the following:
Create a new and unique brand with clean and simple imagery utilizing rocky mountain imagery as requested by client.
Develop creative foundation for applying a consistent image across all branded applications
Incorporate imagery reminiscent of the Rocky Mountains into identity
Incorporate relay number into logo
Convey relay service benefits in three- word tagline for rapid interpretation
Deliver relay service information in an organized manor that was easily conveyed and understood
Replace technical explanations with focus on benefits
Reflect active lifestyle of largest youthful population in USA
Enable materials to be packaged and enhanced for mailing or hand-out
Focus messaging on empowerment and freedom
Provide content managed website to allow internal site updates
Provide Campaign Tracking tool for measuring outreach results
Workhorse identified the primary audience as all relay users within the geographic region served by Relay Colorado. This audience segment is represented by those who are deaf, hard of hearing, late-deafened, or have a speech disability, as well as the hearing people with whom they communicate.
The secondary audience was defined as family and friends, since they are the people most likely to notice the need for relay services.
Primary: All Relay Users
Secondary: Family and Friends
These audience segments crossed nearly all demographic brackets, which can be problematic in terms of targeted messaging. Therefore, to ensure that all members of this diverse customer base would be served, the messaging was made as widely accessible as possible. However, one distinctive quality of the relay audience did rise to the top: The state of Colorado boasts the youngest population in the nation. The assumption was that Colorado residents identify with an active, outdoor, young-at-heart lifestyle. Therefore, the overall creative approach was geared to appeal to on-the-go adults between the ages of 25-45.
Because relay services are free to the public, anyone can make a relay call from any type of phone, which means relay services are universally available. From this basis, we distilled the overall creative message to this: "Everyone has the right to absolute control of their communication experience." While this thought influenced the creative direction to a great degree, we also tied in the fact that the audience was likely to respond to a youthful approach.
The attitude of the creative design was energetic yet natural, with vibrant images of groups of active adults enjoying the great outdoors together. The color palette was primarily made up of muted earth tones. The layout was very clean and structured with plenty of white space yet rough-edged lines produced a more relaxed feel. The overall effect was one of being in control, connected, and comfortable.
To ensure that this approach resonated for all audience members, the messaging emphasized personal freedom for each individual to connect to the people in his/her life. The copy communicated that Colorado Relay provides a range of specialized phone services to match the needs of individuals with specific disabilities.
Brand recognition is achieved by creating a visual identity that is easy to remember. The visual identity should trigger positive perceptions and inspire meaningful associations to the underlying brand. The new branding for Relay Colorado succeeds in this by presenting a minimalist design that immediately communicates ease of use and community connectedness. The visual design of the materials supports the tagline nicely: "Connect. Communicate. Celebrate."
Previous materials were overly technical and emphasized facts over benefits. The new materials focused on how relay can change one's life for the better. This emphasis on the personal rewards of freedom put an inviting human face on Relay Colorado. The result of this warmer approach was that the message became more appealing and inclusive. The positive reaction to the branded applications from both client and audience members has prompted the state relay provider to present these Workhorse-created materials as an example in their own outreach proposals.
©2016 Workhorse Creative Inc.