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The Howell team was immediately drawn to the amazing work the then-named Arc of the Virginia Peninsula did for people with disabilities. Not only providing services such as day support and community living, but the fact that they employ thousands of people across the country, over half with disabilities.
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We quickly learned not only about the incredible financial impact the organization made in the lives of their employees with disabilities, but even more importantly, the pride and sense of achievement the individuals with disabilities feel receiving a paycheck. In renaming the group, we first knew we had to capture this sense of dignity, while also appealing to prospective business partners to help grow and expand their reach.
The Howell team set to brainstorming names, taglines and brand concepts, pairing down hundreds of ideas into a short list. Throughout the process we drew inspiration from all types of sources, from stakeholder interviews to other languages. Finalists included a creative spin on the Swahili word for opportunity, multiple words blended into something new and distinctive and several options that were completely made up.
As we spent more time with the leadership and employees of the organization, we found a key theme that constantly rose to the top of conversations – the abilities of the people served was the focus, as opposed to their disabilities. This concept is what ultimately led us to create the organization name, a blend of two words, Versatile and Ability – VersAbility.[/vc_column_text][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image=”4017″ background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_single_image image=”4047″ img_size=”full” qode_css_animation=”element_from_bottom”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=”” el_class=”imagepadding”][vc_column width=”1/2″ el_class=”imagepadding”][vc_single_image image=”4638″ img_size=”full” qode_css_animation=”” el_class=”imagepadding”][/vc_column][vc_column width=”1/2″ el_class=”imagepadding”][vc_single_image image=”4639″ img_size=”full” qode_css_animation=”” el_class=”imagepadding”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=”” css=”.vc_custom_1473869195784{background-color: #4f2857 !important;}”][vc_column][vc_single_image image=”4640″ img_size=”large” alignment=”center” qode_css_animation=””][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=”” el_class=”textboxalignment” css=”.vc_custom_1473954930688{padding-bottom: 20px !important;background-color: #4f2857 !important;}”][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_column_text el_class=”textboxstylethree”]
Howell Creative went through a thorough planning process to identify both the user paths and an ideal content strategy and design that would drive conversions and inquiries. The interactive website was developed to have a professional appeal with a human-centered approach.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” side_padding=”25″ css_animation=”” el_class=”vers-swoop” css=”.vc_custom_1473954778582{padding-top: 280px !important;background-image: url(https://howellcreativegroup.com/wp-content/uploads/vers_web_purp-tealbg4.png?id=3299) !important;}”][vc_column][vc_column_text el_class=”textboxstyletwo” css=”.vc_custom_1482167435281{padding-bottom: 10px !important;}”]
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The integrated marketing and advertising plan outlined thoughtful strategies to build awareness, engage the public and corporate clients while portraying a fresh sense of brand personality. The Howell team helped carve out valuable territory within audience hearts and minds through traditional, guerrilla and social tactics.
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“We witnessed first hand the incredible work ethic of the people served by VersAbility. It was our inspiration in creating the name which combines the words Versatile and Ability.”
Kathy Howell, President and Creative Director, Howell Creative Group
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Need marketing communications help? Contact our team members below.
Website Design & Production
John Thomas
info@alwaysbecreating.com
Graphic Design
Christy Keeler
christy@paige-design.com
Marketing & Social Media
Tiffany Reaves
tiffany@fourteen40marketing.com
Creativity Workshops
& Speaking Engagements
Kathy Howell
kathy@howellcreativegroup.com