Refreshed Brand & Website Launch Captures Audience Attention

CLIENT

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

OUR EXPERTISE

Content Marketing

GOAL/OBJECTIVES

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

Improved & Customized

RESULTS

Streamlined, Eye-Catching Brand Development

Central to the project was refining a clear and authentic voice that resonated with the organization's evolving beliefs and relevance to today’s world. This led to the creation of a simple yet impactful visual foundation, accompanied by key templates and files for various distribution levels from the national level to individual MANRRS chapters across the country. The culmination of these efforts was a feature-rich website structured in a user-friendly manner, despite the substantial content and diverse range of audiences served across its numerous 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 lack clarity, achieving consistent adoption across nationwide organization chapters becomes challenging.

MANRRS faced a disjointed brand presence among its diverse audiences and member chapters, spanning Junior MANRRS, Collegiate chapters, and professional chapters. While the organization had laid a solid brand foundation, its growth necessitated a deeper and clearer brand identity.

Our team strategically devised a refreshed approach, enabling the nonprofit organization's heartbeat to resonate both internally within the MANRRS team and across its nationwide chapters.

STRATEGIC ACTIONS

Thorough Discovery Drives Unified Brand Identity

Within a national nonprofit organization, precision in conveying brand visuals, tone, and voice is critical. Through meticulous discovery sessions, we gained insights to authentically represent the brand to the world. Subsequently, we implemented measures to ensure consistent utilization of the brand across the organization.