Revolution

Approach

The team conducted a group Business Exploration with the owners and leadership team of the collective companies to understand the full context and vision of the new brand. This alignment meeting provided a solid foundation for the View From the Field™ Research. The team conducted one-on-one interviews with leaders from each of the collective companies to discover challenges and opportunities of creating a master brand, common core values and differentiators of the collective brand. Next, the team created the key benefit statements of the master brand as well as developed the positioning statement, “Believe in Better Plastics.” With the brand messaging created, the team created a logo and style guide to lay the foundation of the new brand. The style guide included the brand narrative, brand benefits, brand “why”, brand voice, positioning statement, elevator speech, company values, design, brand colors, logo and variations, fonts, photography, co-branding between master and sub-brands, stationary and signatures and iconography. The style guide and research allowed a cohesive social media plan to be developed as well as a landing page.