For this project, we focused much of our work on aligning their current visual elements into a consistent identity and communication strategy to align their messages with audiences. We created a message map, design templates, and creative direction to host a number of assets they produce throughout the year–keeping them all aligned and staying true to who they were. We finalized all these into an updated and comprehensive set of brand guidelines and conducted internal workshops with both staff and board members on practical application and use of these new strategies.

Strategies for engaging with new audiences started with both research and analysis of current and future stakeholders. We surveyed over 1,200 people and conducted a series of qualitative interviews to capture both attitudinal and behavioral data and insights to inform ideas and strategies moving forward. Results of surveys and interviews provided us frameworks to map out new experiences and innovative offerings the Alliance for the Great Lakes can introduce in the future. After a number of ideation sessions and concepts, we provided them with a comprehensive but feasible approach for a strategy and included a 12 month implementation plan.