NW Mtn Minority Council
Deliver Value in Innovation 2020
Northwest Mountain Minority Supplier Development Council Annual Theme Branding and Marketing
Background
After a successful year working with the council to create the 2019 “Relevance: Deep Down” logo and marketing strategy, and receiving the 2019 Partnership of the Year Award from the council, we designed a logo for the council’s 2020 theme: “Deliver Value in Innovation.”
Strategy
Much like the previous year, we met with the NWMMSDC team to ascertain the meaning and goals behind the theme to develop a brand to enhance their existing marketing plan.
Throughout the year as the pandemic progressed, we remained in communication with the council to advise about how to approach event marketing entirely remotely.
Design
We delivered two different logos, a main logo for the majority of their marketing, and an alternate logo for targeted messaging. The main logo used a wave-shaped design to represent technological innovation. We also kept the same color scheme as the previous year, but changed the logo to a circular shape to make it more flexible for both digital and printed use.
Deliver Value in Innovation 2020 Alternate Logo
A web banner we designed for the Leadership & Advocacy Awards Luncheon, moved to online-only due to the COVID-19 pandemic.
Execution
A few months after we designed the logo, the COVID-19 pandemic led the council to cancel all their in-person events and change the Awards Luncheon to an online event.
As a result, the logo was used entirely for digital marketing – no new printed material was designed, the council reused some of the material from the previous year, like the banners. We also designed a power point slide deck, and the council adapted it to use in their digital presentations.
Evaluation
The pandemic and its effects were completely unprecedented, and plans changed on the fly. The council had to completely change execution of their marketing to online-only. Just like the council’s 2020 theme, our logo and slide deck design, and marketing consulting was used to continue to deliver value through innovation.