ORGANIZATIONAL BRAND DEVELOPMENT
& MANAGEMENT
Rare - rebrand and launch
Role: Creative director, web design, training design, project manager (website translation and global launch)
In 2013 Rare found itself with a logo that no longer spoke to its evolving mission and global identity. Leadership gave the green light for the Communications team to revive the organization’s identity. The VP of Marketing, myself and the Director of Communication managed the year-long rebranding process which included: A new mark (logo) for the brand (designed by the top tier NYC brand firm Chermayeff, Geismar & Haviv), an updated mission statement, a new website, a style guide and new brand usage training, all translated into languages (English, Spanish, Portuguese, Bahasa Indonesian).
RARE BRAND GUIDE
a 54-page comprehensive book detailing all elements of the new brand and distributed to all staff and vendors. We also produced a shortened version of this guide to be translated and distributed to our regional partner organizations and vendors.
Below is the training session for the Brand Powerpoint presented in short workshops and video calls with staff members. We used the opportunity given by rebranding to also change an organizational communication workflow by implementing a new powerpoint creation process to standardize the look and feel of our presented material. We had more than 3 dozen staff publicly promoting our work around the world, from c-suite to HR, and as a person responsible for C-suite communication materials, my goal was to strengthen the brand through high profile consistency.
BRAND POWERPOINT TRAINING
