As the Director of Communications (and Marketing) for a near-century-old trade association and its non-profit arm, we collaborated with Tangelo Media to modernize their brand and hone it on its mission: Eliminating the racial wealth gap in America.
Phase 1: The trade Association and its non-profit arm needed a facelift, which included a newly developed website.
BEFORE: The previous website was saying a lot but did not say much simultaneously. The layout was dated and was not engaging to the eyes.
AFTER: We added new colors, shapes, and interactive content to engage online audiences and pull them in to want to learn more and potentially get involved.
Phase 2: Taking the Association's visuals to the next level and completely refreshing the brand while remaining consistent with marketing guidelines: colors, fonts, patterns, etc.
BEFORE: Brand Development is initiated.
Good use of copy, quotes, and stats, but the assets needed to become dynamic, three-dimensional, and pop!
AFTER: Brand Development was executed.
Airen Washington Creative. Developed a brand that aligned with the Federal Advocacy priorities of the 95-year-old-trade association.
Airen Washington Creative. and Tangelo Media breathed new life into the Association's marketing materials and launched the Foundation's brand, which had little to no Digital presence prior.
Watermarked images and mock-up templates for legislative and advocacy announcements. Airen Washington Creative updated previous marketing materials, which included decks, infographics, and engaging digital content.
Phase 3: The brand needed a marketing content. Digital storytelling is key as this association has been around for an outstanding 95 years as the voice of minority banking, and not everyone knew about this. We needed to show the world and make them care in 90 seconds or less.
"From soup to nuts"
Airen Washington Creative. produced the association's first-ever marketing video from soups to nuts. Booking the Production Crew Simple Digital & Creative Agency, writing the questions, scouting the location, scheduling the interviews, and sitting with the editor in our virtual edit bay to produce the desired result
Phase 4: Developing data-driven Marketing Materials and Research Reports. We executed custom marketing content with the Foundation's Research and Impact team, Airen Washington Creative. We designed research reports from scratch that were later mentioned by Association partners such as Citi Foundation, Opportunity Finance Network, and outlets such as Forbes Crypto and ABA Banking Journal.