Phase 1: Discovery & Audit
In the first phase, we conducted industry and competitive research while evaluating the client's business goals and existing brand. Our primary research included internal and external stakeholder interviews. Our secondary research was comprised of a brand audit, evaluation of industry trends, a competitive analysis and a brand tracking survey. At the end of this phase, we summarized our findings and proposed three strategic directions to the client. Kaleidoscope chose a direction that highlighted its key strengths of having an advocate identity, inventive approach and key benefit of its end-to-end solution.
Phase 2: Brand Strategy
We began the second phase by developing three audience personas for Kaleidoscope: nonprofits & foundations, for-profit businesses and educational institutions. Personas help inform messaging for future brand and marketing efforts.
After persona development, we refined the brand's positioning statement, reasons to believe, brand personality traits, and mission and vision.
Positioning statement: For modern scholarship and grant providers, Kaleidoscope is the scholarship and grant management partner that facilitates meaningful connections with lasting impact through our end-to-end platform, advocate mindset and operational expertise.
Reasons to believe: end-to-end platform, advocate mindset, operational expertise
Brand promise: Facilitate meaningful connections with lasting impact.
Mission: To eliminate the financial barriers to advancement by mobilizing philanthropic dollars.
Vision: Establish a cycle of support that empowers anyone to achieve their full potential.
Brand Personality Traits
We completed the brand strategy phase with the creation of messaging frameworks. First, we developed Kaleidoscope's three brand pillars that span all three audience personas. Next, we wrote a unique value proposition for each audience persona. Finally, we wrote three key messages for each brand pillar for each audience persona.
Brand Pillars
Phase 3: Brand Expression
The third and final phase of this branding project included development of Kaleidoscope's verbal and visual brand identity. We concepted one theme for Kaleidoscope.
I was responsible for writing the concept statement, brand voice & tone, and creative ad copy.
Kaleidoscope Voice & Tone Guidelines
A full case study of Kaleidoscope's rebrand can be found here.