Frank had complete access to the Volunteer Calgary team, including executives and board members. Interviewing stakeholders and hosting two brand workshops identified communication gaps and key messages. Relevance research helped gauge awareness and armed our design team with key brand characteristics and attributes.
Research steered strategy, including a more appropriate name – Propellus – and an efficient brand. Itself a non-profit, Propellus needed cost-effectiveness and easy implementation across multiple platforms. Above all, they needed a clear voice that would stand out in a competitive market.
The resulting suite of communications tools, which includes a brand language, allows Propellus to speak about its services in a succinct and distinct way – and customize its voice to each stakeholder’s needs.