University of Wisconsin-Madison – Lot 1

Hey,

We’ve hand-selected these case studies to show you our range and depth in nonprofit marketing and advertising. As you wade through, you will see that we’ve got the strategic, creative, and media chops to help the University of Wisconsin-Madison. Below you’ll find our samples for Lot. 1, Brand Strategy.

Welcome

On this page, you’ll find the case studies we’ve selected especially for you. All of them showcase the talent, passion, and ingenuity we put into everything we do. Reach out if you have any questions!

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Deep space photograph displays a distant star cluster and nebula

Center for Astrophysics | Harvard & Smithsonian

Building a universal brand for astrophysics.

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Center for Astrophysics | Harvard & Smithsonian

The Challenge

Since its founding over half a century ago, the Center for Astrophysics | Harvard & Smithsonian became one of the leading astronomy and astrophysics centers in the world. But brilliant research didn’t necessarily translate into a brand that told a clear story of who they are and how their discoveries continue to expand humanity’s knowledge of our universe.

Research

We began our engagement with CfA with a two-pronged approach, reviewing existing communications and interviewing some of their top researchers and leadership. To gain an outside view, we also interviewed research partners, funders, and advisory board members. We had two clear goals in mind: understand the CfA, and find out how they’re perceived by the world.

850+

Researchers and staff.

For a life-long space nerd like me, working with CfA was an amazing experience. It was such an incredible privilege to get to interview some of the leading astronomers and astrophysicists in the world and learn more about the discoveries CfA has made and continues to make every day. I know all of us at idfive are immensely proud of the fact that our work is helping CfA tell their story better so they can continue to expand humanity’s understanding of the universe.

Sean Carton

Chief Strategist

Strategy

Our research revealed two key data points: 1) The CfA is regarded as one of the world’s leading astrophysics organizations; but 2) nobody really understood their structure, and that misunderstanding often led to difficulties in securing funding or recruiting scientists. They were doing some of the most amazing science in the world, but outsiders were confused about who was doing it.

Branding

We realized that in order to tell the true story of CfA, their name had to change. We wanted it to communicate CfA’s preeminent position in astronomy and astrophysics while communicating the equity of Harvard’s and the Smithsonian’s contributions. The new name – The Center for Astrophysics | Harvard & Smithsonian did exactly that, emphasizing science over structure.

Design

We wanted to create a visual presentation of the new name to reflect the CfA’s long commitment to science and collaborative discovery. The symbolic gradient of the logo is reminiscent of a stellar spectrum—a key tool of astronomy instantly recognizable by their external audiences—while the logo’s contemporary typography speaks to both today and tomorrow’s discoveries.

CFA RED

CFA VIOLET

Website

The redesigned CfA website, published in March 2021, features copy guided by updated messaging and a design informed by updated brand visuals. The website’s content strategy puts science first by prioritizing ongoing research via a “Big Questions” section, and highlighting research, people, and facilities within the navigation.

Conclusion

Through all of our work, idfive has helped the CfA navigate a complicated institutional environment to ultimately implement a clear, compelling, and consistent brand that speaks to both internal and external audiences. United and energized by the new brand and marketing, communications, and fundraising tools, the CfA can now focus on the incredible research and discoveries that lie ahead.

Aims Community College

Defining the voice of a community pillar.

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Aims Community College

Refreshing a Community College Brand with Lofty Aims

Aims Community College shatters the common perception of “community college,” with multiple locations and state-of-the-art facilities—including commercial-grade flight simulators, maker spaces, and a new community welcome center, to name a few features. But it lacked a cohesive brand to support its vision as a “first choice” and recognized leader in student success.

The Strategy

With an initial scope of work to analyze the current Aims brand, idfive started in a familiar place: with research, consisting of:

a brand communications audit of Aims’ existing messaging architecture, brand assets, and marketing materials.
comparative analysis of three competing colleges’ brand attributes.
an AudienceScan to determine audience sentiment (actual and desired) using surveys, interviews, and a review of existing research.
a Brand Perception Workshop to engage internal stakeholders to shape brand attributes, platform, and messaging architecture.

The final deliverables included branding, a new tagline, a refreshed mascot, a viewbook, and a brand anthem video.

Branding

After presenting our findings to the president and her cabinet, our scope of work expanded to include developing a revised Aims Brand Guide. With a refreshed brand promise and platform (including supports), a revised logo, and reenergized voice and tone, the College wanted a tagline that could succinctly express the new brand’s position. Working collaboratively with the Aims MarComm team, we launched a research-based initiative to identify a new Aims tagline

— a process that started with brainstorming sessions and ended with surveys and focus groups with major campus stakeholders.

The winner—All In—is best described by our focus group participants: “Catchy, and easy to remember.” “it’s everything we are.” “It’s an allegory and delivers a broader message.” “It’s what the Aims community is.” “Put a stamp on it.”

Aims Red

Aims Black

Aims Slate

Evolution Blue

Corn Husk

Fountain

Design

Arty the Aardvark has come to represent comfort, familiarity, friendship, and kindness. For example, at Arty’s Pantry, students receive free food and basic supplies.

Since Arty isn’t your stereotypical college athletics cheerleader (Aims doesn’t have sports) the redesigned Arty needed to be more than just another pissed off mascot. He needed to be a positive, energetic personification of the institution and community.

Through a highly collaborative and iterative process, Arty emerged—he’s a little bit “dad bod,” a lot “can-do spirit,” and All In.

Viewbook

A refreshed college brand requires a bold, new recruitment publication. We wanted Aims’ new viewbook to connect with prospective students on an emotional level—a critical goal for the admissions team—while also communicating the College’s distinctions with bold visuals and user-focused content. The viewbook was also the first embodiment of the new brand guidelines we had developed for Aims, and aided in expanding on the brand’s look and feel.

To ensure the viewbook is compelling, a unique peek-a-boo cover was designed which opens to an exciting spread explaining what it means to be All In.

Video

For Aims Community College, creating a video that flips the script on who they are and what they offer was a critical next step in rallying a local and national audience of perspective and current students, staff, and the community. After partnering with idfive on an award-winning brand, “All In” tagline, mascot, and marketing materials, Aims possessed a more cohesive and effective messaging platform to articulate the Aims advantage.

With a 90-second montage of students in experiential learning environments at multiple locations and state-of-the-art facilities—including commercial-grade flight simulators, maker spaces, and a new community welcome center, idfive was able to help Aims shatter the common perception of “community college.” Our video production team helped Aims go “All In” and be recognized as a first choice option and leader in higher education.

Goucher alumna Mildred Dunnock wears a black feather boa in a striking image used for the Undaunted campaign

Goucher College

Connecting alumni, one moment at a time.

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Goucher College

The Challenge

Goucher College announced its intention to raise $100 million dollars by 2022 for an ambitious campus construction and renovation effort. To do that, it would need to inspire donors, alums, and stakeholders — many who’ve had no contact with the school in years — to reconnect and give. The school’s change from female to co-ed in 1987 and the addition of new degree programs made the challenge of meaningfully engaging alumnae/i even more complex. Despite the significant changes at the school over the decades, leadership believed there was still an emotional thread that connected all Goucher students. The college partnered with idfive to find it — and reignite support for the school’s future.

Decorated event space with large posters

The Solution

Through a comprehensive discovery process, idfive and Goucher College found that what excited alumnae and alumni most was recounting the personal moments at the school that changed the trajectory of their lives. It could have been the day they chose to explore a new discipline, a lesson learned in defeat, or an opportunity to stand up and speak their mind.

Inspired by these stories of students taking their first tentative steps despite the uncertainty that lay ahead of them, we developed Goucher Undaunted, a comprehensive online and offline fundraising effort. Each of the campaign’s tactics invites audiences to remember the moments that matter to them while asking them to support the moments-to-come for future students. A giving page features stories of Goucher alumnae/i plotting the moments and places on an interactive campus map. A video shared over social media and during the campaign’s opening gala expresses Goucher’s underlying legacy. And a series of digital and print assets communicate the Goucher Undaunted mission.

In the first year, the campaign has already raised half the funds it needs while giving alumnae/i a reason to reconnect with Goucher College and each other.

Branding

The Goucher experience is marked by shared experience, combined with a signature bold approach to liberal arts education. The Goucher Undaunted emblem reflects that purpose and rallying cry.

The yellow color of the surrounding box and highlighted “UN” represent Goucher’s influence on the lives it touches. Goucher as a contained place and unified concept is comprised of the same lasting element that capacitates the magic “UN”ning moment that summarizes the Goucher experience.

Undaunted Blue

Undaunted Gray

Undaunted Yellow

Goucher Blue

Accent Blue

The Result

The campaign reached half of the total goal in its first year while giving alumnae/i a reason to reconnect with Goucher College—and each other.

There’s more where that came from.

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