Guiding changemakers
Research
Strategy
Innovation
Production
Key result
New coaching and fundraising venture positioned and launched.
Customer research, brand strategy, naming, visual identity and copywriting combined to launch this amazing women-led collaborative. Workwonder offers coaching, consulting and strategy to nonprofits and emerging leaders.
Research
Customers value honesty, trust and fun
4
fundraisers
3
art-world denizens
3
coachees
A focus on women
A competitive analysis revealed that the fundraising and coaching spaces lack women-led businesses, a key differentiator for Workwonder.
Strategy
Visionary, yet grounded
Data was synthesized and stilled into a brand strategy to guide the project:
Your work moves between the material world of art, events, and money and the interpersonal and irreducible world of personal growth. Coaching and fundraising, at your level, are about relationships and creating spaces where people feel safe to do and be their best.
I think this brand can be a gust of radiance and levity. As you've matured through your career, you've come to a place that is still, silent, and unpretentious. This is a big differentiator for fundraising. People expect a song and dance and you offer neither – simply the enduring benefit of experience and a soulful perspective. It doesn't need to be complicated. This strategy will speak to leaders by simplifying the organizational challenge of supporting their people, and will be a massive part of your work with coachees. What they seek isn't about mystery and dominance. It's accessible, warm, easy. We’re getting rid of the hard edge.
Key tensions for the brand to balance are:
• Tough and light
• Wise/deep and approachable
• Authentic and irreverent
• Fun and calm
• Visionary and grounded
Innovation
Exploring names and visuals
Inspiration
To get the ball rolling with visual identity design, the client and I gather images that remind us of the organization and its brand strategy. This pile of inspiration opens up important dialogue about general look and feel.
Moodboards
Whittling down the mass of inspiration to a discrete set of moodboards, organized by facets of the brand strategy, helps the team to see where the design is going.
Naming
Copy strategist Angela Gaimari and I distilled the brand’s values into a set of 9 naming options.
Production
Unleashing the wonder
Visual identity
Portraiture
For her LinkedIn profiles and about page, Ars Magna Studio undertook COVID-friendly in-home portraits.
