- Established brand guidelines to communicate United Way’s strong brand position more clearly and consistently in marketing messages
- Differentiated the local branch’s brand position from the worldwide organization
- Developed content and visual design elements that augmented United Way’s overall mission statement for their annual report
Challenge: United Way of Harrisonburg and Rockingham County needed to clarify their brand’s position in the nonprofit marketplace. By establishing an unmistakable set of Brand Differentiators, United Way could better define their local organization’s mission and set themselves apart from their worldwide partner. United Way needed to clearly tell their organization’s story, define their success within the local community, and encourage donors and volunteers to become more involved with their organization.
Solution: Gravity Group began the Brand Assessment with extensive research and in-depth discussions with stakeholders, staff, community partners, members of the Board, and more. This collaborative, and unifying, process created a locally-focused, comprehensive set of deliverables that outline the brand’s values, personality and differentiators. These tools help United Way clarify their position in the marketplace and maintain brand consistency in future marketing messages.
United Way and Gravity then collaborated to create content and graphic design elements for United Way’s annual report. Informed from the Brand Assessment, the report clearly answers the questions “What does United Way do?”, while adding a personalized touch about their impact on the local Harrisonburg community.