Case Study: Reimagining the Brand Identity of Common Threads with The Copper Portico

Introduction

Common Threads, a national non-profit organization, found itself at a crossroads where the existing brand identity no longer captured the organization’s evolving mission and vision. As the organization expanded its reach and diversified its programs, the existing branding became more of a hindrance than an asset. Recognizing the imperative for a brand refresh, Common Threads enlisted the expertise of The Copper Portico, a branding agency renowned for its creative solutions and strategic approach.

The Challenge

The primary challenge was to create a cohesive brand identity that would encapsulate the wide array of initiatives that Common Threads was involved in, while simultaneously appealing to a broad demographic — from donors and volunteers to the communities it serves.

Specific Objectives:

1. Update the logo and visual identity to reflect the organization’s evolution.
2. Streamline the messaging to ensure clarity and immediate understanding of the organization’s purpose.
3. Develop a comprehensive brand guidelines document for consistent representation across all platforms.
4. Create compelling marketing materials to drive awareness and increase donor engagement.

The Solution

Research & Discovery

The Copper Portico began with a deep-dive analysis of the existing brand, its audience, and its competitive landscape. Surveys and interviews were conducted with stakeholders to gauge perceptions and identify gaps in the current identity.

Conceptualization & Strategy

Post-research, a strategy was laid out to revamp the brand identity. The agency crafted a unique brand voice and messaging matrix to align with Common Threads’ diverse target audience.

Design Development

A modern, more dynamic logo was conceptualized, keeping in mind the organization’s expanded mission. The colors were selected to reflect a sense of community, diversity, and positivity.

Brand Guidelines

To ensure consistent representation, The Copper Portico developed comprehensive brand guidelines, complete with specifics on logo usage, typography, colors, and tone of voice.

Marketing Collaterals

Finally, a suite of marketing materials including brochures and social media templates was delivered to make the brand relaunch successful.

Results

1. Increased Engagement: Post-launch, Common Threads witnessed increase in social media engagement and an uptick in volunteer applications.
2. Positive Feedback: Both internal stakeholders and external partners expressed that the new brand better reflects the mission and aspirations of Common Threads.
3. Unified Branding: The new brand guidelines helped in achieving a uniform look and feel across different platforms, enhancing brand integrity.

Conclusion

The branding revamp executed by The Copper Portico was not just a visual overhaul but a strategic maneuver that helped Common Threads connect better with their audience and stakeholders. Through careful research, thoughtful design, and meticulous execution, The Copper Portico was able to deliver a brand identity that not only represents the present but is also flexible enough for future evolutions.

For more information about this project, please visit The Copper Portico Portfolio.