Despite having a history that dates back to 1889, Good Will-Hinckley isn't very well known outside of the school alumni, faculty and surrounding community. They needed to share their story, but they didn't know how.
We developed an updated logo that incorporated aspects of their original brand, to honor Good Will-Hinckley's rich history. We also drafted a new “about” section to reflect the changing times since GWH's inception.
Our first step was to create a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). By effectively measuring their strengths, we were able to define some short-term goals that would be easy to execute. By identifying weaknesses, we were able to target long-term problems and set up plans to deal with them.
We established the executive director of Good Will-Hinckley as the de facto spokesperson. Our personal branding campaign consisted of custom graphics for his LinkedIn page and the composition of a series of short articles about the history of Good Will-Hinckley and how it relates to modern times. As each of these articles were published to the executive director's LinkedIn page, we shared them through newsletters, social media and local media outlets for potential coverage. This all resulted in greater visibility for a story as compelling as their 120-year history would suggest.