Scholarship Foundation Brand Purpose Project
This project focuses on distilling a singular, all-encompassing brand purpose for a scholarship fund in a unique market. Through qualitative research in the form of interviews, we were able to uncover the values and meaning of the organization among important stakeholders in the company. From these values, we found the themes that distinguished the brand, then defined the brand using the three main facets—the foundation, the mentors and the students. From this, we created a full mission statement and ultimately a messaging architecture to ensure that the brand’s mission could be effectively cascaded through the foundation and translated throughout as they grow.
Qualitative Research
We designed an in-depth stakeholder interview to explore the functional and emotional connections that key stakeholders have with the scholarship foundation. By exploring this, we took the first step to creating the ideal messaging across the organization.
Brand Framework
Following our research we defined the brand according to the unique perspectives and common themes among the conversations. By defining how the brand is important, we were able to dig deeper into the emotional, functional and tonal truths that make the brand what it is.
Messaging Architecture
The final recommendations come in the form of a messaging architecture in which we establish a wholistic mission statement along with a tailored statement to provide guidance for each major section of the foundation. This architecture was developed to ground the foundation in a singular mission across the organization to create a uniform way to grow the foundation.