Role: Content Design/User Experience/Workshop Design
In late 2022, VEC, a Colorado-based nonprofit, enlisted our services to overhaul their online content strategy and brand presentation. Facing the challenge of balancing hands-on community support with limited digital resources, we embraced the opportunity to bridge this gap and deliver impactful solutions.
Our first step in approaching sensitive topics, such as those VEC deals with, was understanding the context.
Understanding User Dynamics:
Our initial research revealed a crucial issue: a lack of clarity regarding VEC's online audience. To address this, we conducted comprehensive stakeholder interviews and crafted proto-personas based on insights from diverse user data.
Results from our surveys.
Proto-Personas
Navigating Communication Challenges:
To align VEC's brand identity internally and refine their communication approach, we designed a tailored workshop. This session, meticulously structured around mission, vision, and core values, enabled us to foster consensus and direction among stakeholders.
The workshop was comprised of the following moments:
1. Proto-personas presentation:
Presented proto-personas to understand our target audience better and gather feedback from the team.
2. Brand Adjectives Definition:
Team members individually selected adjectives.
Shared aspirational adjectives and prioritized them collaboratively.
3. Personality Sliders:
Placed personal post-its on a collective slider.
Discussed and aligned individual perspectives into a unified brand personality.
4. Combining Adjectives & Sliders:
Aligned adjectives with personality sliders collectively.
5. Brand Archetypes:
Explored brand archetypes through open conversation with the VEC team.
Crafting a Cohesive Brand Identity:
The workshop's key activities, including persona presentation, adjective selection, and archetype exploration, formed the cornerstone of our strategy. By integrating these insights, we laid a robust foundation for VEC's brand narrative, ensuring authenticity and resonance with their audience.
Our content guide's pillars.
Building Mental Models for Content Creation:
Going beyond conventional guidelines, we recognized the need for a comprehensive content guide. This guide not only encapsulated essential discourse patterns but also curated resources to empower VEC's team in community-building endeavors.
Conclusion:
Through collaborative efforts and iterative feedback loops, we successfully translated our insights into tangible outcomes. From refining communication strategies to empowering content creation, our partnership with VEC exemplifies our commitment to driving meaningful impact in digital spaces.
