New brand transformations that sprout business growth



An historic and prodigious advocate for its neighbors, Union Settlement has been empowering East Harlem since 1895, but wanted to refocus its brand to drive visibility and donations in the face of government cuts. Ideon’s expertise showed how to brand an organization that provides education, wellness, and community-building for people of all ages—an organization that advocates for East Harlem by telling its story of progress achieved. The newly launched brand gives this venerable institution a new face to the world that demonstrates its value to a far wider audience, and sends a clear message that Union Settlement and East Harlem are on the rise.

Strategy: Andrea Katz, Verbal: David Miles, Design: Samantha Choi

    MetLife Global Impact

    MetLife has developed an impressively diverse range of corporate social responsibility initiatives over the course of 150 years, and needed an umbrella brand to raise the impact and deliver a unified story to stakeholders—employees, communities, and shareholders. Ideon’s team strategized a new name, MetLife Gobal Impact, to fit diverse social responsibility initiatives from Environmental Sustainability, to Diversity & Inclusion, and the MetLife Foundation. Now, MetLife can continue to tell its citizenship story with a clear narrative, encourage greater employee participation, and shine as an ambassador and leader in corporate responsibility. The MetLife Global Impact brand goes live this week with its first CSR Report, a microsite, and a global employee engagement campaign.

    Lead: Andrea Katz; Naming/Branding: Valerie Garral; Design: Samantha Choi Cadley; Story: Helen Atkinson; Production: Josephine Sedgwick


      The Italian division of Leroy Merlin, the global DIY retailer asked Ideon to report on American retail innovation to help the brand stand out and own the deepest customer connections.
      Leroy Merlin Italia wanted to learn from the best US retail strategies and apply those findings to select locations. Highly tested methods in the US marketplace, such as omni-channel retail technology, branding and design, were of particular interest. Ideon discovered that, driven by evolving technologies and economic realities, US DIY retailers are using big data to capture what customers want, when and how, and are streamlining their brands to drive affinity. Now, Leroy Merlin Italia is orienting towards omni-channel retail and superior customer experiences across all touch points.
      Stefania Savona, Leroy Merlin Italia’s Director of Communications is thrilled, explaining “It was exciting to work with Ideon to discover, analyze and comment on best practices in the US retail market. Ideon’s ‘snapshot’ of US retail inspires our local initiatives in Italy and provides key insights and growth ideas for Leroy Merlin’s engagement campaigns

      over the short- and long-term.”



        Magna Global, the strategic global media unit of Interpublic Group, asked Ideon to help create a new way to drive forecasts and insights across all their internal and external media channels. At a time of huge market disruption, Magna wanted to be at the forefront. Our content expertise helped Magna Global become a thought leader by creating the Media Economy Report. This report, which is released every six months, offers an overview of the forces influencing value in the media marketplace, Q&As with industry leaders and strong points of view on how to deal with market disruption. Magna Global is now the intellectual gem in IPG, and Magna’s forecasts are quoted extensively in the media and used to support client pitches.

          GE CAPITAL


          GE Capital, GE’s commercial lending and leasing division, asked Ideon to help launch an invitation-only website, Access GE,  to highlight best practices, expertise, insights and third-party perspectives. The microsite allows clients to tap into a wealth of practical know-how from trusted experts and thought leaders and to connect to a dedicated community of business executives. GE’s clients are now empowered to tackle their toughest business challenges with reliable resources from GE’s partners.

            BOOZ & CO.


            Booz & Company’s Middle East Practice, the company’s largest revenue division, came to Ideon to develop a content strategy to help position them as the thought leaders in the region. Ideon created a steady stream of clearly articulated research, information and analysis to support this positioning. The program of straightforward analysis enhanced the firm’s reputation as a trusted advisor to the governments of the Gulf Region. It continues to generate frank dialogue about key issues, and has helped make Booz & Company the leading consultancy in the region.

              CITI SALUTES

              The aim was to inspire veterans starting or growing their ventures to do so with grounded resources, confidence and ongoing support. Further, Citi wanted the brand to highlight the contributions veterans make to the USA through their service, and to the health of the economy. Ideon jumped on the opportunity to position Citi as the go-to small business partner for veterans and their families. We created an aspirational name—Realizing Your Dream—and flexible brand story that both speak directly to the gumption of America’s veterans. Working with our design partner OrangeYouGlad, a fresh visual identity underlines the brand’s approachability and spirit across all new marketing materials while adhering to Citigroup’s corporate brand.

              The new Citi Salutes: Realizing Your Dream brand launched on Sunday, May 5 at a conference for Veteran Women Igniting the Spirit of Entrepreneurship (V-WISE), a training program of the Institute for Veterans and Military Families at Syracuse University (IVMF). The launch coincided with the announcement of a new Citi Foundation-funded Realizing Your Dream Business Competition for V-WISE graduates and other veterans who have participated in the Boots to Business training program, also led by the IVMF in collaboration with the U.S. Small Business AdministrationHaving laid a solid brand foundation for Citi, Ideon looks forward to saluting the dreams of successful veterans for years to come. 

              Strategy: Andrea Katz Verbal: David Miles/Janet Kim Design: OrangeYouGlad

                HOME MATTERS

                REDEFINING HOME

                The housing and community development industry’s main advocacy group came to Ideon with the goal of putting Home on the national agenda via a new movement called Home Matters.

                The brand would call attention to the essential role Home plays in American life, and shed light on the connections between stable housing and other areas vital to society like jobs, education, health, the economy and public safety. Ideon took Home Matters from being a loosely defined concept into a bold and tangible, public-facing brand and movement. We created a brand positioning that transcends the fragmented and opaque industry by tapping into the universal, emotive appeal of Home, and created a voice and story that speaks boldly and broadly to all Americans. The design shows an energizing, warm and vibrant visual identity to emphasize the brand’s fearless commitment to its cause. The new brand is reorienting the industry to address the broader public for the very first time.

                The Home Matters movement launched March 12 on Capitol Hill and online, though the website and a user-generated social media content campaign to bring Home to life. Simple yet influential, the Home Matters brand has already won awards, and will see ultimate success when Americans truly recognize the power of Home.

                Strategy: Andrea Katz Verbal: David Miles/Janet Kim Design: OrangeYouGlad Public Relations: Goodman Media

                  WATSON ADVENTURES

                  HUNTING CULTURE

                  The original city scavenger hunt company sought to stand out among a new competitive set of high-tech upstarts and startups. Over the course of nearly a decade, Ideon’s strategic counsel boosted Watson Adventures’ brand story, crystalizing a uniquely intellectual and witty personality into a strategic market position. Ideon’s verbal work clarified the brand’s offer language, tailoring navigation and relevance for the brand’s distinct audiences (public, private and corporate) to drive sales and bolster online presence. Strategic media pushes and digital initiatives (including an award-winning website) have brought coverage from outlets such as Bloomberg BusinessWeek, garnering additional attention and increasing website visitors for Watson Adventures and allowing the brand to expand to new locations (including cities in Texas), decrease advertising spend and focus on delivering top-of-the-line scavenger hunt experiences for corporate clients and the public alike.

                  Strategy: Andrea Katz/Jane Fischer Verbal: David Miles PR: Janet Kim Design: Objective Subject SEO: Liqui-Site Designs



                    A well-respected leader in global and domestic microfinance wanted to reach more borrowers by forging stronger lending ties to small US entrepreneurs and drive greater donations to fund global lending operations. Ideon’s expertise showed how to masterbrand an organization that both “solves for poverty” globally and lends up to $350,000 locally to American entrepreneurs. The new brand helps Accion reach mainstream relevance as a microfinance powerhouse, backed by knowledge and expertise far beyond its prior charitable mission. With a recent website re-skin, lining up with a major partnership with NYSE, and a full-scale launch planned for mid-year 2012, Accion is now poised to grow small businesses, in America and around the world.
                    Strategy: Andrea Katz and Valerie Garral Verbal: David Miles Design: Studio of Joshua Levi

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