1. Design & Branding:
Vitalize Organizational Development

2. OBJECTIVES
UNDERSTAND the power of design & branding in organizational development
IGNITE excitement about the possibilities of design & branding
LEARN how to create brand strategy brief

3. TODAY’S FRAMEWORK
1
2
STORIES
BRAND INGREDIENTS
3
BRAND BRIEF

4. DESIGN REVOLUTION
THEN. Design for design sake.
NOW. Catalyst for positive social change.

5. Design & Branding for Social Impact
Problem solving that involves...
design thinking: creativity, experimentation, empathy, and systematic thinking

6. Project H Design New York Chapter
We believe design can change the world

7. Project H Design, Learning Landscape
Universal, Educational Playground

8. Cameron Sinclair Architecture for Humanity
“In troubled areas the role of designers are critical in part because
they give form to possible solutions, and the reality is, people
don’t fund problems, they fund solutions.”

9. Architecture for Humanity, Biloxi Home Projects
Sustainable, one-to-one designer family ratio

10. Charleston Park Conservatory Park Angels
“I’ve earned my Charleston Park Angel Wings!” Park Angel, Dominic Taverniti

11. Charleston Park Angels
Connecting people with their parks
Design: Brains on Fire

12. Bruce Mau Massive Change
“It’s not about the world of design, but design of the world.”

13. Bruce Mau ¡GuateAmala!
Envisioning a new future for Guatemala

14. Majora Carter Group Sustainable South Bronx
“I believe that you shouldn’t have to leave your neighborhood to live in a better one.”

15. SSBx, Green the Ghetto, BEST Academy, SmartRoofs
Environmental Justice Solutions

16. Get-Together City of Westminster & Participle
“She’s very happy. She seems like a different person!” Margaret, Social Services

17. Get-Together
Combat Elderly Social Isolation

18. GrowTown Buckminster Fuller Challenge Award
“We are turning Motown into Growtown.” Mr. Wieske, Detroit Beekeeper

19. GrowTown
Harness Community Energy of Post-Industrial Cities
GrowTown: Beth Hagenbuch, Kenneth Weikal, Stephen Deak,
David Peterhans, Danny Bulemore

20. Feed Projects UN World Food Program
...because of the food insecurity in our country, cases of mass abandonment
have been registered in some schools." Nigerian Government Official

21. Feed Projects, Feed Foundation
Fight hunger with eco-friendly bags

22. Marks & Spencer Plan A
“We’re not perfect but our intentions are sincere.” Sir Stuart Rose, M&S CEO

23. Plan A, Look Behind the Label
Committed to 100 sustainable changes in 5 years
Our Plan A
Commitments
2010 - 2015

24. 3 Brand Tenets
Creates Distinction
Adds Value
Connects with People

25. Creates Distinction

26. Adds Value

27. Connects People

28. Key Stakeholders
board of
directors
Stakeholder research
industry
general
experts,
public
academia
financial
informs the business
people
community,
investors,
donors government
planning process from
you serve
positioning & messaging
Your Brand to the launch strategy.
media, suppliers
bloggers partners,
alliances
community employees,
organizations, internal
volunteers competitors customers

29. Brand Touchpoints
Billboards
Advertising
A unified, holistic
Signage
Public Relations
Proposals
Business Forms
Events
Website system of opportunities
Business Cards
Letterhead
Blogs Twitter
LinkedIn
FaceBook
to increase awareness
Products Your Brand
and build brand equity
Services
Word of Mouth
You CEO
Voicemails
Employees
Ephemera
Telephone
Emails Board of Directors
Speeches
Experiences
Conferences
Vehicles

30. 4 Brand Cornerstones
The Big Idea
Mission & Vision
Values
Personality

31. The big idea the heart of your company

32. Mission your reason for being
Vision where you are going

33. Values what you believe in

34. Personality how you come across

35. Group Exercise
Brand Brief
who are you?
who needs to know?
why should they care?
how will they find out?

36. thank you!
Design & Branding:
Vitalize Organizational Development
Lorri Meyers | lorri@channelisenyc.com | www.channelisenyc.com