Juvenile Law Center’s Brand StrategY

Following a major organization re-brand and website re-design project, Juvenile Law Center engaged in a detailed strategic planning process. The result was a three-year organization strategic plan, which included a section for communications.

I co-authored a detailed three-year brand strategy based on the broad strategic goals defined in the organizational strategic plan. I conceptualized the overall strategy and made significant contributions to its final shape, ensuring core elements of the re-brand were baked into every element and objective. I also initiated development of necessary work plans to achieve the brand strategy goals, designed the internal document, and co-presented the strategy to staff.

The brand strategy served four main functions: uplifted communications and marketing as crucial elements of the organization’s programmatic work; formally acknowledge brand as the major asset; connect communications and marketing work to measurable business objectives; and steer all communications and marketing work over a three-year period. The plan also contributed to the organization’s culture of transparency and created accountability for the communications and marketing department.