Client:
TASB Executive Search Services (ESS), an organization that assists school
boards searching for a superintendent.
Task:
An ESS rebranding that provides greater unity in its messaging and conveys the
organization’s strategic, forward-thinking mindset.
Message:
Developed a concise, one-sentence selling proposition that served as an
anchor for all design components: ”ESS leverages its relationships, understanding
of school boards, and its extensive knowledge of Texas school districts to build solid
leadership teams.”
Rebranding:
Used angles, engaging photography and crisp, sans serif headings to
give ESS a contemporary, high-energy identity. The new, stylized web design was
introduced with a coordinated print and email campaign. Finally, a style guide was
developed with a selection of logos and pallets that could be used in various forms of
outreach.
Transition:
Before launching the design changes, the rebranding was “teased” in
advertising and announcements over an eight-month period. Collateral materials were
produced and coordinated with the launch.
Result:
The enhanced design provided ESS with consistency in its outreach and
a more professional image. The rebranding created greater awareness of ESS,
distinguished it from its competitors and promoted a better understanding of its mission.
