Brand Management and Evolution
Brand Management and Evolution
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Brands are the reoccurring core of my professional portfolio. I believe a strong brand and a diverse ecosystem of brand partnerships are key to building sustainable goodwill and trust with target stakeholders, whether that's a customer, a channel partner, or a community. This is especially true in social impact.
Brands are the reoccurring core of my professional portfolio. I believe a strong brand and a diverse ecosystem of brand partnerships are key to building sustainable goodwill and trust with target stakeholders, whether that's a customer, a channel partner, or a community. This is especially true in social impact.
Town Hall Seattle'S EVOLOVING BRAND
Town Hall Seattle'S EVOLOVING BRAND
One of many old logos Town Hall Seattle used inconsistantly prior to the rebrand.
Hired as Town Hall's first marketing director, I was tasked with leading an institutional brand refresh while growing attendance and membership in advance of a major capital campaign and potential programming shift.
Hired as Town Hall's first marketing director, I was tasked with leading an institutional brand refresh while growing attendance and membership in advance of a major capital campaign and potential programming shift.
Executive director Wier Harmon was the face of Town Hall Seattle after succeeding founder David Brewster. While the organization was well respected and attendance and rentals were consistent, growth was slow. I came on as the Town Hall's first marketing and communications director. With diverse voices in the room, we discovered that the leader-focused identity of this hub for ideas and culture needed to evolve. We tested new brand concepts and prototypes in real time with our members.
A new brand emerged that highlighted the historic landmark building in a bold, modern way. Monochromatic dense walls of text were replaced with vibrant photography and illustrations from local artists. A new color-keyed event design style added structure to a dense calendar of over 300 events annually. Ticket sales increase 23% after a multi-channel launch campaign and website refresh. A later capital campaign design evolved simply and easily and contributed to a successful $30M modernization and renovation of a historic treasure and a critical piece of Seattle's intellectual and cultural landscape.
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