United States

2020

Localist Brand Strategy Campaign

Entrant Company

Landslide Creative

Category

Strategic Program

Client's Name

Localist

Sub-Category

Brand Strategy Campaign

Localist is an event marketing software that helps organizations leverage the power of events to engage and grow communities. After years of growth with universities, they were ready to expand. But before introducing their company to new audiences, they wanted to ensure their strategy was clear. Localist tapped Landslide Creative to help them define a brand strategy that would guide their launch into new markets. The Localist team felt they hadn't articulated their shared purpose/vision. Employees understood WHAT they did, and HOW they did it. But there wasn't clarity around "WHY" they did it -- their deeper purpose and unique contribution. With this insight, and the goals of bringing to light a shared mission among employees and defining a sustainable brand strategy, Landslide created an integrated marketing campaign using digital, physical and experiential elements with internal and external components. The campaign kicked off with WHY Week, five days of fun and contemplative activities where Localist employees reflected on their role and what makes Localist great. We designed office decor, and built technology solutions to capture feedback through video recordings, forms, and physical displays. Working closely with the executive team, Landslide reviewed the responses, and synthesized them into a new WHY statement, brand manifesto and story. We brought them to life in an animation video and refreshed collateral. We also created a custom illustration of each employee, and used it to produce personalized gifts. The Localist team celebrated with a launch party where they revealed the messaging and collateral, and surprised employees with prizes. Employees were energized by the experience, and the new strategic direction was used to propel lead generation campaigns. The campaign breathed life into the brand, invigorating both internal and external audiences as the company prepares for major growth.

Credits

Creative Director
Amanda Dyer
Lead Developer & Technology Strategist
Josh Jenkins
Project Manager
Hannah Rodway
Brand Strategist
Levi Watson
Copywriter
Mollie Henry
Illustrator
Nate Farro
Animator
Chuck Arnold
Chief Marketing Officer, Localist
Bob Birdsong
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