Uplifted Brand & Website Launch Captivates Audiences

CLIENT

MANRRS (Minorities in Agriculture, Natural Resources and Related Sciences)

OUR EXPERTISE

Content Marketing

GOAL/OBJECTIVES

Refresh branding for consistency with audiences and launch a new website to reveal a more modern and cohesive experience for visitors

Improved & Customized

RESULTS

Consistent, Eye-Catching Brand Development

The most important aspect of the project was redefining a clear and authentic voice that reflected the evolving organizational beliefs with relevance to today’s world. From there, we built a simple yet powerful visual foundation and provided key templates and files for assorted levels of distribution. All of this was implemented into a feature-rich website organized in a digestible way, a challenge considering the large amount of content and range of audiences served within its many subpages.

Custom Functionality

Our design and development teams customized HubSpot CMS pages for private functionality to create "members only" spaces for users to log in and get updated information on membership, job postings and more.

Cohesive Structure

MANRRS has a lot of nooks and crannies to their organization, so site structure was very important when planning the siteupdated brand launch. Our team customized the structure and tied their new website into HubSpot automation and deals stages, thus delivering a powerful frontend experience while also connecting their marketing functionality on the backend.  

Improved UX

We updated structure and functionality to allow for significantly increased UX so that audiences could easily navigate the site, as well as implemented SEO best practices and reader accessibility so that users could get what they want exactly when they need it.

MANRRS (Minorities in Agriculture, Natural Resources and Related Sciences) needed to present an uplifted brand image and voice to the world, and they desired to show more depth and reveal a full experience for members and prospects that could be adopted across chapters nationwide. The output included brand discovery documentation, fresh deliverables including design and copy assets, and the design, development, and launch of a new website to show the world who they really are.

THE CHALLENGE

When brand guidelines are vague or under-developed, it’s tough to foster cohesive adoption across chapters within a nationwide organization.

MANRRS had a disjointed brand presence among their audiences and member chapters, including Junior MANRRS, Collegiate chapters, and professional chapters. The organization had established a solid brand foundation and presence, but as their organization grew, they knew the brand needed more depth and clarity.

Our team strategically developed a refreshed approach so that the heartbeat of this nonprofit organization could be adopted and utilized both internally by the MANRRS team, as well as across their chapters nationwide.

STRATEGIC ACTIONS

In-Depth Discovery Leads to Cohesive Brand Presence

In a national nonprofit organization, specific details matter in expressing overall brand visuals, tone, and voice. We performed critical discovery sessions to understand how to authentically portray the brand to the world, and then implemented steps to ensure that the living brand would be consistently utilized by the greater organization.