Strengthening Our Brand

Discovery. January - February. Creative firm focuses on understanding CNCS and its programs – to discover mission, vision, positioning, and strategic plans for the future. Stakeholder Engagement. Stakeholders asked to participate in online feedback sessions called Think Tanks, to provide meaningful input and valuable insights that will inform our new branding. Creative Firm Deliverables, Summary of Findings, Results of ThinkTank Sessions, Competitive Audit, Creative Brief.

Brand Architecture Strategy. January - February. Creative firm conducts a full audit of brands at CNCS – including programs and initiatives – and develops options for new brand architecture. Stakeholder Engagement. CNCS explores implications of various brand architectures with stakeholders. Creative Firm Deliverables. - 2-3 Brand Architecture Prototypes

Messaging Workshop. March. Strategy sessions with CNCS leadership and Brandpie to align on brand architecture and develop narrative and messaging. Decision. Decision made on name of agency and programs. Creative Firm Deliverables. Key messages. Implementation Plan.

Concept Exploration. March - April. Develop logo concepts and visuals. Illustrate how they work within the newly defined brand architecture. Stakeholder Engagement. CNCS explores implications of various logo concepts and visuals. Decision. Decision made on logos and visual identity. Creative Firm deliverables. 3-4 Logo Concepts and 2-3 Visual Identity Concepts.

Testing and Refinement. May - June. Creative firm tests and refines the new brand. Stakeholder Engagement. Stakeholders asked to participate in Think Tanks, to provide meaningful input and needed refinements on our new branding. Creative Firm Deliverables. Brand Guidelines Document.

Release and Implementation. July 2020 - July 2021. New brand architecture, visual identity, and messaging released. One year implementation begins. Stakeholder Engagement. Stakeholders asked to share feedback on the brand implementation.

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