Big Words for Big Changes
Project: Idealliance 2016-Summer 2018
Idealliance advances global educational, technical expertise, innovation and transformative initiatives that prepare graphic communications professionals for the next generation of technology. Following years of national and international acquisitions and growth, Idealliance needed to present themselves as one organization with a clear brand identity and core messaging. The marketing and website spoke to Idealliance as a group of merged organizations and needed to be overhauled to speak to the new unified Idealliance.
These materials and campaigns were produced from 2016 through 2018 and are representative of Idealliance’s brand positioning at that time and the work TGD produced.
After conducting interviews with key personnel at Idealliance and surveying members, TGD produced an in-depth analysis of the brand, its perception and marketing approaches. We provided a strategic plan to build awareness of a unified Idealliance and to expand the reach and marketing of their programs beyond existing members and instead focus on selling their value and benefits to the entire industry. In order to accomplish this plan, we built out an entire brand platform that helped categorize and organize Idealliance’s products, services and capabilities. The goal was to standardize promotional materials to work with a flexible marketing plan.
The brand platform included designing engaging, category-specific motivational words to provide quick identification of content areas and further stimulate interest in their programs. A new website was designed on the iMIS RiSE platform to mirror the new brand platform and provide increased engagement opportunities and data collection for marketing. Significant time was spent on organization and content structure.
The new application and marketing has supported rebranding of Idealliance to focus on the who they really are: a global non-profit think-tank in the graphic communications industry. Content and design emphasizes Idealliance as the world’s foremost certifying body for industry competencies, systems, materials and facilities.