EMBRACING OUR IDENTITY UPDATE

Transcription

1 EMBRACING OUR IDENTITY UPDATE 10 APRIL

2 The Journey So Far Brand Strategy Brand Narrative Mapping our Audiences and Behaviours Execution Update Engagement overview Seeking community Input Our Visual Ecosystem Next Steps TODAY S AGENDA Launch Planning: Re-introducing ourselves to the world Tracking against timelines and budgets 2

3 BUILDING BLOCKS FOR SUCCESS BRAND STRATEGY Reveal our existing brand Compare to how we want to be perceived IDENTITY EXECUTION Develop and implement Close the perception gap WEBSITE REDEVELOPMENT Determine what our audience needs Work with them to build it 3

4 HOW WE GOT HERE 4

5 IMPLEMENTING WHAT WE VE LEARNED 5

6 STEPS SO FAR ASSESSED Audit existing brand Stakeholder Interviews SWOT Analysis DEFINED Identity Narrative Identity Behaviors Target Audiences ENGAGED Engage the organization and community Create new tools Develop flagship communications 6

7 WHERE ARE WE TODAY? Developing our Identity 7

8 WE LAUNCHED OUR IDENTITY WEBSITE Through a series of posts, we informed the community of the visual identity progress. 8

9 WE ASKED THE COMMUNITY 9

10 THE COMMUNITY ANSWERED 1,701 community members gave us their input All comments were read, analyzed, and considered A separate Brand Council, consisting of Chapter members and Staff also discussed the community input Route M Route O 10

11 WE VE REACHED A DEFINING MOMENT 11

12 KEEPING TO OUR EXECUTION PLAN Identity Development Core Assets & Spirit Guide Launch & Rollout Planning Microsite Identity system elements and principles (.PDF) Brand Spirit Guide (.PDF) Identity rollout plan (.PDF) Microsite look and feel (.PDF) Logo Assets usage/guidance Summary of touchpoints Concept and wireframes Typography Technical specifications Engagement roadmap Development plan Color Packaged identity assets Graphic elements Photography style Logo artwork Tone of voice Graphic elements Application examples 12

13 A PHASED APPROACH 13

14 IDENTITY ROLL OUT Q1 Finalize Visual Identity Framework Q2 Create core Brand Assets and Identity Spirit Guide Tone of Voice workshops Brand introduction and on-boarding workshops Begin update microsite to evolve to Online Brand Identity Center Q3 Q4 Continual development of Online Brand Identity Center Development of additional Brand Assets Development and implementation of Chapter Toolkits Launch with Staff 14

15 A 2016 Q2-Q4 ROLLOUT APPROACH 15

16 IDENTITY TIMELINE 2016 J F M A M J J A S O N D Visual Framework Brand Assets Spirit Guide Tone of Voice OnlineIdentity Center Chapter Toolkits Staff Launch 16

17 DELIVERING OUR NEW IDENTITY PACKAGE 17

18 GEARING UP FOR LAUNCH TIME TO TACKLE THE WEBSITE 18

19 Timeline : Website Project The included dates are estimates only, and will likely change based on the outcomes of the Discovery and Define stages Definition IA Design Content Graphics Templates CMS Dev 10 weeks 4 weeks 6 weeks 12 weeks 12 Weeks 20 Weeks Comms brief Wireframes Content Audit Design Concepts Coded Assets CMS Setup Technical Assessment Requirements specs HTML Annotations Page Desc Diagrams Template Model Voice and Tone Pages and Modules Design Templates Front-End Dev Browser Testing Data Migration CMS Training Project Plan Strategy Workshop Site Map Editorial Style Guide Design Style Guide Device Testing QA Testing 19

20 WEBSITE TIMELINE 9 months, launching in Dec J F M A M J J A S O N D Project Definition Design: IA Design: Content Design: Graphic Templates + QA CMS Dev 20

21 Photo Credits DNA, CC BY Stepping Stones, CC BY-NC Study, CC BY Developed Film, CC BY Defining Moment All Rights Reserved Moon Phases, CC BY-NC-ND Parcel Tube, CC BY-SA DISCUSSION Tackle, CC BY-NC-ND