Intent on continual positive development, the foundation initiated a strategic review of its programs and impact. This resulted in an evolution of its approach.
The Hinrich Foundation team then invited Stepworks to work with them to form a team of brand builders. Together they assessed the potential to advance Hinrich Foundation’s brand direction. The team developed a new design language, website, marketing collaterals and brand guidelines.
Assumptions tested – The methodical, empathetic approach involved multiple in-depth interviews with stakeholders worldwide to clarify perceptions of the foundation.
Updated design – The team evolved the design language and brand aesthetics. The unique foundation as a unique thought leader making a positive impact on global trade through policy research and education.
Sharper messages – The brand model approach led to more concisely articulated key messages that inform the foundation’s brand narrative.
Successful outcomes – Global trade is complex with widely diverse stakeholders. The diversity of the brand building team enriched the collaboration and led to positive change.
The Hinrich Foundation brand building team produced a new website that achieved several valuable objectives. Guided by the founder’s vision, the team collaborated closely to create a superior experience for visitors.
Stepworks developed the visual aesthetics of the website, based on the refreshed brand identity developed earlier.
Digital brand validation – By taking the lead in the website redesign initiative, Stepworks could ensure alignment across organisation strategy, brand strategy and the evolved brand identity system.
Enhanced user experience – The website offers value to multiple audiences, from trade policy experts and educators, to the media, and young ambitious individuals who one day can implement and influence sustainable global trade policies.
Successful digital implementation – The digital development was informed by the branding, and understanding of the needs of various interdependent stakeholders. Clear direction and objectives helped the digital development team successfully complete the project.
An important objective of the Hinrich brand upgrade was to ensure foundation team members could produce brand-building materials with minimum outsourcing.
Stepworks helped achieve this by providing a set of templates and guidelines.
The team also produced a set of brochures to introduce the foundation and its work at events and other stakeholder touchpoints.
Ongoing cost saving – The project helped ensure the foundation can cost-effectively produce consistently high quality communications with less reliance on third parties.
Offline collaterals tested – Achieving consistency in printed materials is a challenge for many organisations. An initial agency-guided production project is valuable to ensure a set of validated colour-correct printed materials.
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