The Opportunity
RED needed help mapping their content and brand strategy to a multi-faceted target audience. Ultimately, they wanted to increase brand awareness to help get the word out about their life-changing work. Our goal was to define and refresh their brand identity by employing an audience-first strategy on digital channels to more clearly communicate its purpose, excite its various audience segments, and increase support, awareness, donations, and participation.
The Solution
It was time for a rebrand. The first step was to analyze RED’s digital presence. We looked at everything from social engagement to website visitors and newsletter sign-ups. Next, using past data and competitor insights, we completed a Blueprint project for them to use in their digital media strategy, which outlined their target audiences, competitor insights, and set benchmarks for them to work towards with paid media support. Finally, taking those insights, our designers developed a creative strategy, building out concepts to include; a new logo, possible design systems, sample executions, and overall look and feel.
The Results
We delivered a polished Brand LookBook composed of the rebranding strategies, giving RED not only a refreshed sense of messaging and targeting direction but also revised logos, graphic elements, and sample ready-to-deploy ad creative, which they used to build out their brand and platform further! As a result, they increased their brand visibility and, perhaps, more importantly, the number of people they can reach and impact through their programs.