AMERICORPS
BRANDING/PURPOSE
CHALLENGE:​
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AmeriCorps is the national agency that provides resources and volunteers
to strengthen communities across America.
They are the largest supporter of service and volunteerism in the US – enrolling
over 270,000 volunteers every year and dispersing $1 billion in funding.
However, AmeriCorps was not getting the recognition their work deserves. They lacked a consistent story and this made the brand confusing to understand and was impacting its brand awareness.
Through our Brandpie Foundation we were asked to create a new brand strategy, brand architecture and brand narrative that would increase public
understanding and awareness.
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IDEA:​
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Our idea, ‘The best of America,’ communicates that service to others and
volunteerism represents the best qualities of America.
This idea became the cornerstone of a new strategic positioning framework, a simpler brand architecture, and a compelling visual identity, logo and brand narrative.
Prior to our work there had been a proliferation of sub-brands with multiple names, logos and identities. We brought the organization together under a single name (AmeriCorps) with a new logo featuring three stripes that form the crossbar of
an ‘A’ and create a symbolic flag.
We launched the brand with a new website, brand anthem film and a full
suite of marketing assets.
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MY ROLE:​
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Throughout this project I was our clients main contact. Throughout our Discovery, Narrative, Design, and Asset development phases I was responsible for aiding the client in managing 35+ stakeholders/program managers. We were working to move the brand from operating as many small independent organizations to operating under one entity, AmeriCorps.
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I also worked very closely with strategy by building, conducting, and analyzing our focus groups. My team and I also created and ran a 3 day workshop with 35+ AmeriCorps stakeholders. In this workshop we were able to set measurable objectives for the organization over the next 2-5 years, agree on a brand architecture, as well as write and agree a draft brand narrative.
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I also served as project manager during the execution phase of the brand identity, assets, and website development.
