ABN
Rebranding

Overview

African Bridge Network (ABN) is considering a rebranding effort to better reflect the company's values of inclusivity and diversity. As part of this effort, ABN is considering dropping the full name and going with the abbreviated name, ABN, to appeal to a wider audience. The company also plans to design a new logo and establish a visual branding guideline/style guide to ensure consistency in all communications materials.

Team

Project Manager: Shiva Nosrati
Team Members: Nazanin Elhami, Estefan Vicencio

Timeline

16 weeks

Software

Research & Analysis

This part has 4 segments, 1) Stakeholders 2) S.W.O.T Analysis 3)Overview of the Problem 4)How Might We statement. All these segments help us to identify the problem, and find solutions for problems.
52%
Direct Users
32.9%
Organic Search
8.4%
Referral Users
6%
Social Media

Overview of the Problem

The brand mark does not communicate a message of offering services to all skilled immigrants.  

The goal will be to create brand colors, a brand mark, and brand images that portray diversity and inclusion.

A critical goal is to promote more awareness of what the organization does.

HOW MIGHT WE?

“How might we communicate the organization's goals through a new brand palette, brand mark, and brand imaging that does not erase the history of the organization while sending the message of inclusion?”

Solution

Possible Solutions

Communicating a professional and culturally diverse tone through the use of color, logo design, and graphics.

Implement brand image in all marketing and informational products.

Social Media Strategy

Themes:

Introduce

Engage

Community

Create an effective way to visually communicate these themes to your audience.

Engage more people with social media and create a community.

Introduce

ABN programs and Goals
Events
Workshops
Mentorships
Fellowship
Career Advising Services and Job Search

Community

Inspire, encourage, and motivate.
Highlight success stories
Inspirational & motivational quotes 
Teaching tips

Emphasize Individual Stories

The SWOT analysis shows a strong connection between the brand and videos on the website of the people.
We want to continue this strong interpersonal connection through social media, with an emphasis on individuals and stories.

Why Instagram?

Integration of Instagram within ABN will help build community and increase the reach of the brand.

The goal is:

To obtain followers
To increase the voice and reach of the brand
To communicate awareness of the brand.

Why LinkedIn?

LinkedIn provides a social media presence that caters strongly to businesses and individuals seeking work.

The goal is:

To gain connections
To increase the voice and reach of the brand
To bridge the gap between businesses and the individual

Social Media Design

Touch points