Our work with the YW Kitchener-Waterloo consisted of three projects – crafting strategic messaging, creating a brand guidelines document, and designing and developing their new website.
The strategic messaging project included a discovery process that helped us uncover the insight needed to connect with different key audiences. We held a series of interviews and focus groups with leadership, staff, board members, and external stakeholders. From these insight gathering sessions, we were able to uncover consistent themes, establish a voice and tone for the brand, and draft messaging that can now be widely used by the YW Kitchener-Waterloo across both their internal and external communication efforts.
The brand guidelines were designed to be a practical document that will guide the YW Kitchener-Waterloo through how to present a more consistent brand image to the public. Not only does this document showcase the new messaging and reinforce the organization’s “story”, but also encompasses the visual aspects of the brand (i.e. their logo, fonts, colours, etc.) and provides direction on how to use them effectively. The brand guidelines have become an essential part of building the local YW brand and creating a new, proactive marketing strategy for the organization.
Lastly, we designed and developed a fully-responsive (mobile-friendly) website. A significant aspect of this project included considering the user experience from a design, layout, and content perspective. This resulted in a significant departure from the previous site, making key information much easier for visitors to find. The website was based on the foundations laid out in the new brand guidelines and highlighted the strategic messaging that we established, and is designed to connect with key audiences in a meaningful way.
With the new website launched, strengthened messaging, and a clear brand guide to follow, the YW Kitchener-Waterloo is well positioned to continue making a positive impact within our community.
With over a century of dedication to women and their families, the YW Kitchener-Waterloo serves the community as one of our region’s largest non-profit organizations.
Today they advocate for system level changes while working to provide shelter, supportive and affordable housing, improved education and training, and better childcare services.
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