Relay Colorado Case Study
"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."
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 ProductionBased 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:
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.
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