The Natural Resources Foundation selected us to help them develop a name and identity for a new purpose-led ‘people’s fund’ created to provide a means for citizens to contribute to preserving and protecting the natural habitat they enjoy and revere. We worked with their leadership team to develop these key coordinates that would guide the development of the fund’s name, identity and messaging:
Purpose: Forever ensuring the care of our State’s public lands and waters
Promise: You can ensure your future enjoyment of Wisconsin’s public land and waters now.
Core Word: Enjoyment
Key Audiences: Purchasers of hunting, fishing and recreational licenses and passes; citizens and corporations who appreciate the need to contribute and invest in protecting, preserving and restoring our natural habitat.
The message strategy guided is in the creation of the name, Cherish Wisconsin Outdoors Fund , the positioning statement, Give now. Enjoy forever., and the fund's graphic identity. The identity brings the viewer into the scene, evoking the beauty of Wisconsin’s lands and waters and inspiring them to protect and care for them. The image (composed of lake/trees/bird/sky) is serene and welcoming, inviting the viewer to get outdoors and enjoy these precious resources.
The message strategy resulted in this core stairway statement. The statement is sensitive to the fact that this foundation’s appeal will touch numerous audiences beyond the key customers pinpointed for the launch of the Fund.
The Cherish Wisconsin Outdoors Fund exists so we can start now to ensure the future enjoyment of our lands and water. The Fund is an endowment fortified by investments from citizens like you. Whether you fish, hunt, camp, canoe, hike, bike, photograph, bird watch or watch your children and grandchildren experience our 1.6 million acres of natural resources, the Fund provides us all with an enduring means of addressing our unmet habitat needs. Our work is just beginning, and it will never end. The Fund is created to last lifetimes, because our precious lands and waters must last lifetimes. The Cherish Wisconsin Outdoors Fund. Give now. Enjoy forever.
The Credit Union National Association, CUNA, looked to us to help them develop a new purpose-led brand platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: Advance economic justice
Promise: Investing in CUNA is investing in you
Core Word: Is
Key Audiences: Credit union leaders, leagues, and CUNA culture
The message strategy guided our development of the new CUNA brand. Here is the initial brand statement fusing the CUNA purpose and promise:
We advance economic justice by advancing the credit union movement and helping people reach their goals. It starts with helping our own staff achieve their goals. CUNA focuses on education and training, helping credit union staff reach their goals, which in turn helps members reach their goals. By advancing economic justice we advance economic liberty and opportunity. At a credit union you are helped whether you have one dollar or a million dollars.
When you choose CUNA products and services, you are investing in advancing your success, the success of your credit union, the members you serve and the credit union movement. When you partner with CUNA you enter into a relationship designed to provide a perpetual return on investment benefiting all stakeholders. CUNA, advancing your success.
The 89 year-old Wisconsin Alumni Research Foundation (WARF) looked to us to help develop a new purpose-led brand platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: We help steward the cycle of research, discovery, commercialization and investment for the University.
Promise: We are your proven leader in technology commercialization and endowment management with many resources to invest in your discoveries and success.
Core Word: Invest
Key Audiences: Campus Investigators; university administration; commercialization partners; WARF board & employees
The message blueprint guided our development a new WARF identity and purpose-led brand platform. The platform is framed with the positioning statement, Investing in Research, Making a Difference. Here is the initial stairway statement capturing WARF's purpose and promise.
Established 89 years ago, the independent non-profit Wisconsin Alumni Research Foundation, WARF, is your proven leader in technology commercialization and endowment management with many resources to invest in University discoveries and success. WARF’s leadership in technology commercialization has resulted in the processing of over 6,300 discoveries from University inventors and over 2,300 patents on those discoveries, including more than 1,600 licensing agreements with companies all over the world. With leadership in technology commercialization comes leadership in endowment management. WARF’s $2.5 billion endowment is managed to make a difference in helping to expand the margin of excellence for the University today and into the future. With the combination of investment management, donor-directed contributions and licensing revenues, WARF grants to the University total $1.4 billion ($700 million over the last 15 years). These grants have funded more than 57,000 research projects and partially or fully paid for the construction of nearly every research facility on campus, a total of some 52 projects, including the Wisconsin Institutes for Discovery. Recipient of the National Medal of Technology, the nation’s highest award for technological achievement, WARF looks forward to the possibility of investing in helping your research make a difference.
As they embarked on a capital campaign to fund and build a new shelter and facility Domestic Abuse Intervention Services (DAIS) selected us to help them develop a new purpose-led message blueprint to help tell their life-saving story. We worked with their leadership team in developing a communications blueprint with these key coordinates:
Purpose: Transform our community one person at a time.
Promise: By supporting DAIS, you can provide hope and safety to the one in four women and their children in Dane County who will be victims of domestic violence.
Core Word: One
Key Audiences: Survivors; women of power and influence—“spheres of influence” who feel a responsibility toward sisterhood, lifting women up.
This blueprint guided our development of a new DAIS identity and purpose-led communication’s platform. The positioning statement, One. And for All., framed the platform and the creation of this initial stairway statement.
There are certain truths that are just hard to live with. One is the truth about domestic violence in Dane County. One in four women and their children in Dane County will be victims of domestic violence. Thankfully, there is one organization that is facing this truth head on. That one is DAIS, Domestic Abuse Intervention Services. When you support DAIS, you’re directly providing hope and safety to the one in four women and their children who will be victims of domestic violence. But our shelter, the only one in Dane County, is the most deficient in space and amenities in the state and has the biggest domestic violence shelter bed ratio—one bed per 19,000 people vs. that state average of 1 per 7,500. More hard to live with truths. But with your help, our community can fulfill its promise of a good life to everyone who calls this place home. With your help, the victims of violence will see themselves as survivors, living a life free of fear, rich with respect and full of contribution. It truly begins with your act of helping one and leads to the impact of helping all. You and DAIS. One. And for all.
Helping organizations address and deal with change, Emerson Human Capital selected us to help develop a new purpose-led communication’s platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: Do meaningful work with people we love.
Promise: We take change personally.
Core Word: Personally
Key Audiences: Previous and existing clients. They come from finance, IT and learning development sectors of business.
These coordinates and the messaging blueprint guided our construction of a purpose-led communications platform that was initially revealed via a new website for Emerson. The positioning statement, we take change personally, underlines all communications and framed this personalized stairway statement:
In 2001, Tricia Emerson realized a dream by founding Emerson Human Capital. Trish had a passion for helping clients manage change and a unique vision for delivering value. She decided to collect the most talented people she knew and start her own firm. Because people are what Trish is all about, Emerson’s clients are also truly some of their favorite people. Trish has a motto for Emerson: "Meaningful work with people we love." She says, "Projects naturally inspire close relationships—we depend on each other to succeed. So even challenging projects become wonderful stories over dinner later. And those brilliant, funny, talented people refer us to their friends. I can't imagine a better work environment."
The Hillary Institute in New Zealand looked to us to help develop a communications blueprint for launching there new enterprise envisioned as the 'Nobel Prize for leadership'. We worked with their leadership team in developing a message strategy based upon these key coordinates:
Purpose: Great leadership improves the human condition.
Promise: You can recognize, reward and nurture the kind of leadership that Improves the human condition.
Core Word: Governors: You; Funders: Can
Key Audiences: Governors; Funders
These coordinates and the message blueprint guided our development of a purpose-led communications platform and identity for the Hillary Institute. The positioning statement, the ascent of great leadership., serves as the foundation of the platform and helped craft this particular narrative addressing potential funders:
Great leadership improves the human condition. You recognize this in the works and achievements of Nelson Mandela, Mother Theresa and Sir Edmund Hillary, the inspiration behind the Hillary Institute. The Hillary Institute is the only organization focused solely on recognizing, rewarding and nurturing great leadership. The Institute's initial work is a four year process exploring great achievement in a selected topic, culminating in the awarding of the Hillary Step. The Hillary Step is a $1 million dollar prize to recognize great leadership in the topic awarded by the Hillary Summit, a distinguished international group of outstanding leaders who have already made a difference through their lives’ work. The topic selected for our initial four year exploration is climate change. Candidates will be identified primarily through annual symposia, rigorously designed to draw out and nurture key individuals, through whose leadership, the human condition will improve. It will be serviced by skilled staff from the Hillary Institute. You can help fund this process and its infrastructure through a commitment to the Institute. We know you can and want to help us identify tomorrow’s Hillary.