Strategic Engagement Process
The Howell Creative team used a 3-step Brand Engagement Process designed to engage leadership, college silos, students and community through workshops, focus groups and surveys. Throughout the process, these key stakeholders were able to have their voices heard and take true ownership of the brand as it began to take shape of the future.
Brand Image, Messaging and Overarching Creative Concept
We presented a Creative Concept, the big picture brand strategy, similar to an interior designer’s “mood boards.” VIMS concepts boards featured leading messages and brand elements developed as a cohesive package of assets. We worked the VIMS logo to improve readability and visually link the acronym VIMS with the full name. In addition, the Howell team developed a fresh tagline, “Science for the Bay, Impact for the World” to further tell the VIMS story. We produced a Brand Platform that facilitated the adoption of the tagline and other key messaging.