Greater Philadelphia Urban Affairs Coalition

Services:

Integrated planning, messaging, and identity

Challenge:

GPUAC saw its 40th anniversary as an opportunity to update a brand with equity but an outdated feel. SteegeThomson’s challenge was to develop branding that would reflect GPUAC’s critical and complex role in strengthening urban neighborhoods and the nonprofit organizations that serve them, as well as illustrate the power of coalition.

Approach:

Working with a branding steering committee, SteegeThomson recommended a simplified name (Urban Affairs Coalition), new tagline, and crisp messages around economic growth and the power of coalition. We designed a new logo and put together branding and messaging strategies and a flash presentation that concentrated first on an internal rollout to get GPUAC and its partners on the same page, and then on addressing target audiences.

Results:

The Coalition reports that SteegeThomson’s messages have focused its communications and contributed to culture change.