Services
Brand Management
There is so much more to a brand than its logo and color palette. While these are important, an effective brand will have consistency throughout its language, messaging, look and feel, social media, etc.
Understood is a nonprofit that services those who learn and think differently. Established as its own brand in 2019, it has grown in audience, partners, as well as offerings. All of these insights: logo usage, photography guidelines, brand watch-outs, co-branding guidelines and guiding principles were constructed into a brand management platform. The ease-of-use, implementation, and understanding of which are vital for the entire company.
Within one month of re-rolling out the platform page views increased by 1.9k, asset views increased by 59.7% and asset downloads increased by 66% (100% of which were downloaded from the photo library; assets able to be downloaded also include typefaces, logos, templates, etc.). This rollout included SSO integration, a new homepage/ updated side navigation, full comms plan, tutorials, and a tagged photo library for enhanced internal search.
Events
Whether it's a booth, conference, or even company party, events are a great way to represent your company and its core values.
The annual winter party at Housing Works Bookstore showcased Understood's core values with the theme "Champion Difference." The event featured a company-wide gift, including a 3-month Audible subscription, a coloring book with colored pencils, and a Bluetooth speaker. The master-brand navy/white look was evident in the decorations and packaging of the gift.
Inside, there were three stations: Quiet Convos, Sensory Sensation, and Extrovert Experience. The overall event fostered employee engagement, and "championed difference" through the gift, vendor choices, venue, and interactive station experiences.
Branding
A strong brand is deceptively simple. Like Nike or Starbucks, it's not just a logo; it's a visual system that echoes the company's actions, beliefs, and voice. An influential brand is easy to recognize, understand, and remember. It masks deliberate, well-researched foundations with simplicity.
Golden Ratio Experience was founded on the mathematics behind the aesthetically pleasing "golden ratio". They designed a frame for new parents, blending fashion and functionality. It features an insert for recording essential hospital details—birth date, time, weight, and height of the newborn. Thus crafting a frame that parents would proudly display, addressing the traditionally hidden and often forgotten about baby book.
Print and Out-of-home
There's nothing better than the smell of a freshly printed brochure, one-pager, or direct mailer. However, sometimes that's just not enough. That's where out-of-home campaigns can help.
Deliberately purchased ad runs for billboards, subways and buses were key for the increased enrollment of students within the Atlanta, Miami, New York, and Emeryville locations for SAE Institute. Given the 18-25 year old, metropolitan demographic, out-of-home was the appropriate fit for the multi-media enrollment campaign that spanned digital, print, email, and OOH platforms.
Emails & Websites
Email campaigns and are a key way to connect and engage with your target audience. Likewise the structure of a landing page (or any page on your site) is integral for their understanding of who you are, what you offer, and why they should be interested in exploring more.
Understood established a private Facebook community; a new email template was needed to encourage users to join the group and receive regular updates. The template provides a glimpse of the group's UX and content, along with a carousel highlighting recent activities on other social platforms. This enables the template to flex with the growth of not only that new group, but other social platforms as well.
Digital
Digital is a fast-growing and high-performing agent for your message. Depending on your target audience, well-placed, timed, and designed digital campaigns can boost your engagement and have great impact on your overall company goals.
For moms and teachers, Pinterest was a key platform to Understood for sharing articles and providing quick-takeaways during the start of the back-to-school season.
Understood's FB en Español private community group (for parents and caretakers of those who learn and think differently) has gained 2k members and increased by 60% in less than 3 months.
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