Case Study
COMPASS
COMPASS champions, connects, and supports diverse science leaders to improve the well-being of people and nature. In 2019, after twenty years of providing communications training and support to scientists nationwide, COMPASS was at a critical turning point. They evolved their mission and deepened their commitment to building a new culture of science.
COLLABORATORS
Brand Visual Identity and Website Design and Development by Story2 Designs.
COMPASS’s new brand strategy centers on the feeling scientists get when they step into their own purpose and feel empowered to create change.
Dearborn Strategies helped translate the strategic shift into a compelling new brand strategy. We modernized the brand identity and visual system and infused it with the core components of COMPASS’snew brand strategy that centered on stepping into purpose. We then translated that to a complete website overhaul that has since led to an increase in visibility and revenue for this inspirational nonprofit.
OUR ROLE
Services
& Outcomes
Brand Research
We dove deep to understand the core DNA of COMPASS through a thorough document review, stakeholder interviews and a staff discovery workshop.
Brand Strategy and Messaging
We defined a core essence for COMPASS that linked their twenty years of history with the future of the organization. We also identified brand pillars that helped to further differentiate COMPASS in a growing field. We expanded their strategy to a full suite of brand messaging and led a staff elevator pitch training.
Brand Identity
Inspired by COMPASS’s new brand strategy, we refreshed their overall look and feel. We adjusted the logo to modernize it while retaining brand recognition. We then defined a full visual system to bring their strategy and DNA to life.
Website Strategy
Using the brand strategy and audience research as a guide, we built out a new architecture for the COMPASS website that emphasized the user journey of a scientist that is ready to step into their purpose with COMPASS as a guide.
Content
With limited communications staff, COMPASS turned to Dearborn Strategies to develop the content for its new site, including stories highlighting individual scientists’ journeys.
Communications Strategy and Support
We helped COMPASS overhaul their complicated and messy email list structures and define a new purpose and content structure for email. We planned and supported implementation for the brand roll-out, and are currently working with the organization to craft a strategic communications plan for 2021-2022.
The COMPASS brand identity and website were produced in partnership with Story2 Designs.
Dearborn Strategies helped COMPASS bring their brand to life through storytelling, engaging visuals, and energizing web copy.
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