Clarify Brand Framework

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Overview

Role: 
Brand Strategist
Estimated Time: 
10-15 hours
Collaboration style: 
Set own schedule. Volunteer remotely. Volunteer in-person. Work closely with professional staff.
Project Duration: 
One to three months
Institute for Curriculum Services
www.icsresources.org

Scope & Deliverables

The Institute for Curriculum Services (ICS) is looking to clarify its brand framework, including branding message and development of a tagline, which will enable ICS to do away with its lengthy subtitle.  With these pieces in place, ICS will then launch its design refresh process, developing a new logo and visual package.  

ICS has begun drafting a brand framework and is seeking expert guidance on this process leading to a complete brand framework including positioning, and personality, which will then inform its external brand assets (message, story, boilerplate, elevator pitch, and tagline). ICS would greatly value professional expertise and guidance on this process. In particular, we are eager to develop a winning tagline that conveys the essence of our work concisely, clearly, and memorably.  We envision that our pro bono advisor would work with ICS’s Director, staff and key stakeholders to develop ICS’s brand framework.   

We would like to engage in this planning process as soon as possible, so we can focus on logo design and the creation of a new website in early 2015.

Organization Description

The Institute for Curriculum Services, located in San Francisco, provides educational materials regarding Jews, Judaism, and Israel for over 9.1 million middle and high school students nationwide annually. We accomplish this by developing our own curricular materials, distributing them to educators, and by working with publishers on social studies textbooks.

Project Results

While we have made transformative strides in improving accuracy in K-12 education and have evolved our strategy and activities, there’s much work to do. We hope that clarifying our brand framework will enable ICS to better communicate the importance of ICS’s work to our key constituencies, educators, publishers, Jewish community members, and our supporters.

Required Skills/Experience

A seasoned brand strategist/marketing professional with experience in distilling a concise message from an existing brand. The professional would posses the skill to map current perceptions and look for overlap between unmet needs and what ICS’s current brand offers. Good analytical and writing skills, creativity and a healthy curiosity to ask the right questions.