Profile
Leadership Atlanta, the city’s largest and longest running leadership development program, first approached Matchstic with the idea of updating their Web site. It was after a few conversations and a deeper look into the brand strengths and weaknesses that we discovered a need to revitalize the brand to match what people knew and expected from the organization. Our objectives were to:
1. Renew and Revitalize the Brand
2. Maintain Brand Consistencies
3. Organize the Brand Architecture
Process and Strategy
The target audience was identified as “Richard”, as 43 year old male, new to Atlanta, and his role as CMO at Delta. The general target segment is top executives at prestigious companies and organizations in Atlanta, like Coca-Cola, AirTran, Georgia State University, etc. The strategy involved matching the brand with the exclusivity, tradition, diversity, influence and transformative attributes that the organization maintained.
The key belief that community leaders have a responsibility and commitment to serve and evoke change prompted Leadership Atlanta to develop “Better Leaders for a Better Atlanta”, as a big idea. As the longest-running and most prestigious program in Atlanta, Matchstic drew from its current brand identity to create an evolutionary version that maintained significant equity in the brand.
Creative Solution
With 70+ years of existence, research concluded the current triangle logo retained equity and recognition, but lacked uniqueness or deep rooted meaning. With this in mind Matchstic opted for an evolutionary strategy, retaining the triangle shape, as the most effective way to keep all stakeholders engaged. The creative strategy alluded to the shape while adding a new dimension. The triangle shape also forms an interlocking “L” and “A”, the initial for “Leadership Atlanta”. The logotype is set in a serif font that classically and elegantly provides balance and presence. We maintained the blue, but refined into a deeper, richer hue, and established brand color standards for consistency.
The new architecture clarified all sub-brands, including Leadership Atlanta Alumni, L.E.A.D. members and L.E.A.D. Alumni. The new identity system included consistent logos for the above mentioned sub-brands as well as lapel pins, complementary office implementations and select applications on executive accessories.