Leadership Atlanta Rebrand
Last night, Blake, Alvin, and I attended the AMY Awards (Atlanta Marketers of the Year) at the Fabulous Fox Theater, where we were honored to be one of three finalists in the Brand Identity B2C category for our work with Leadership Atlanta.
When we first began the project, we researched to find out what equity existed in the historic identity to decide whether this should be an Evolutionary or a Revolutionary rebrand. We concluded that there was:
1. Equity in the blue but it needed consistency,
2. Equity in the triangle but it needed more meaning
3. The naming hierarchy was unbalanced. The program focuses leaders on impacting the city of Atlanta and so priority of "Atlanta" had to be reflected in the identity.
The central idea around the brand was the concept of "BETTER LEADERS FOR A BETTER ATLANTA"
The solution led to a deeper blue, a new triangle (with locking "L" and "A") and bringing Atlanta up to match with "Leadership".
Next, the task was to create a flexible system that allowed for several ways it could layout as well as a seal for Alumni classes, as our research showed great pride in the leader's year they went through the program.
There also exists sub-brands for LEAD (a program for younger professionals), Alumni, and "Class of…" so we created a brand architecture that fits with those while keeping the primary equity in the main brand.
Bottlecap Development (who actually introduced us to Leadership Atlanta, BIG THANKS!) ran lead on the website and created a fantastic back-end system where past alumni can connect with each other and continue to stay better connected to the program and support each year's class. The website launched last night just in time for the AMYs, check it out here: http://leadershipatlanta.org.
Our sincere gratitude to Pat, Dan, Megan and the rest of the Leadership Atlanta staff for being so great to work with through this process.
5 Comments
"Great job, as usual! Really inspiring work. I love the fact that you focused so much on the GOOD qualities of the existing brand and made them even stronger instead of just throwing the whole thing out and starting from scratch. That shows immense respect to the client and what they've accomplished so far, and I'm sure they embraced that and the new look to its fullest. Bravo!"
- Bryan
"You guys do a great job of walking through your design decisions and spelling it out for the client making for an easy transition to the new look. This makes me want to rethink our presentations- thanks for the post."
- Andy
"Great post! I love the walk-through of the process and highlight on thought-process, rather than just 'here's where we landed'."
- Parker
"What an awesome rebrand. I agree with Bryan. Your lack of ego and deference to what were still the assets of the brand is a real mark of distinction for Matchstic. Bravo."
- Mike Landman
"WOW! An honor to be featured on your blog and a great opportunity to demonstrate the fun and challenging process that was this rebrand. Kudos on the AMY's and thanks for all the patience and hard work to Craig, Blake, Dustin, and Alvin."
- Dan