Event Title

Creating a Brand Manual with Design Thinking

Advisor(s)

Britta W. McKenna; Encore Batavia

Discipline

Business

Start Date

21-4-2021 10:45 AM

End Date

21-4-2021 11:05 AM

Abstract

Encore Batavia is a social venture initiative launched in 2020 by founder, Britta McKenna, after her 2019 personal research, “69 Cups of Coffee: Caffeinated Insights About Batavia,” identified community needs. The goal of this internship was to address the following question: How do you create a brand manual using design thinking? The manual includes a variety of information regarding branding standards, such as a logo mark, colors, typography, website, and extension/publication materials. This project discusses the methods used to collect data, for both research and revision, in order to develop the manual, which outlines how the Encore Batavia brand should be used for both external and internal purposes. It also covers steps involved in the design thinking process, and how that methodology was used in order to center the brand around Encore Batavia’s mission and vision. The outcome of this project creates a framework for this start-up social venture to establish their identity and streamline their marketing e􀀁orts to help Encore serve their mission, “Weaving our community together through experiences fostering purpose and connection”

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Apr 21st, 10:45 AM Apr 21st, 11:05 AM

Creating a Brand Manual with Design Thinking

Encore Batavia is a social venture initiative launched in 2020 by founder, Britta McKenna, after her 2019 personal research, “69 Cups of Coffee: Caffeinated Insights About Batavia,” identified community needs. The goal of this internship was to address the following question: How do you create a brand manual using design thinking? The manual includes a variety of information regarding branding standards, such as a logo mark, colors, typography, website, and extension/publication materials. This project discusses the methods used to collect data, for both research and revision, in order to develop the manual, which outlines how the Encore Batavia brand should be used for both external and internal purposes. It also covers steps involved in the design thinking process, and how that methodology was used in order to center the brand around Encore Batavia’s mission and vision. The outcome of this project creates a framework for this start-up social venture to establish their identity and streamline their marketing e􀀁orts to help Encore serve their mission, “Weaving our community together through experiences fostering purpose and connection”