Brand Strategy, The Foundation of Strong Website Design
Rockefeller Philanthropy Advisors (RPA) is a nonprofit organization that advises on and manages more than $200 million in philanthropic annual giving by individuals, families, corporations, and major foundations. They also serve as a fiscal sponsor to more than 25 projects, providing governance, management and operational infrastructure to support their charitable initiatives. RPA needed a partner to build a new website for them, but our first order of business was to develop the brand and communications tools RPA needed to uniquely position themselves in the highly saturated philanthropic advising space.
Investing in Brand Strategy
During our first meeting with RPA, their team humbly admitted that it had been years since they’d invested in their website. The design, user experience and content were outdated and perhaps more concerning, the organization had fallen out of touch with how best to communicate with their target audience.
The good news for RPA was that both their audience and mission had expanded and diversified over the last few years. The bad news was that their brand and communications strategy had not. Over the course of several weeks, Briteweb held a series of workshops with RPA’s leadership team and worked collaboratively to crystallize RPA’s values, core beliefs, unique approach and audience profiles.
We then compiled them into a living document that guided the development of their new brand and communications material, including a brand positioning statement, boilerplate, long bio, brand personality profile, key talking points and the works.
From Branding to Digital
With a strong brand strategy in place, we set about bringing this new personality to life through design. Given that RPA had an already established visual identity, we offered some evolutionary adjustments, including new typefaces, a more modern color palette and updated photography guidelines, which breathed new life into their established brand.
After we presented the brand strategy work at an RPA staff retreat, one of their VPs told us that she had never felt so proud to work at RPA. She felt reinvigorated about what they were doing and how they were doing it. Now that’s what we call good feedback.
A Website, Reinvigorated
Investing up front in the brand strategy phase really paid off. It gave us a strong foundation to build on, but it also gave RPA faith that the final design, copy and overall look and feel of their new website would support their strategic conversion goals.
We engaged Briteweb to help us articulate our brand strategy and redesign our website. I was very impressed with the process that really helped us identify the voice we wanted to project and the message we wanted to convey. The results were spectacular based on feedback from prospective clients that found us by visiting our site.
— Nick Hodges, Senior Vice President & COO