The name EMARC did not match the organization’s core values or represent the vibrance of the community and culture. In addition there’s a negative connotation due to the “R” originating from the full ARC name pre-1991.
A new name, brand identity, tagline, and messaging platform.
In order to gain insight to build upon Pull conducted phone interviews and online surveys with parents, families, individuals, staff, funding agencies, community partners, supporters, friends of the organization, board members, and key stakeholders. Following the interviews and surveys a two day workshop was held with key stakeholders to distill the learnings and to dig deeper into EMARC, both internally and externally.
Results from the exercises were used to underpin development of the name and to create the messaging platform which includes core values, vision statement, mission statement, elevator pitch, brand concept, and key messages that can be used in marketing tools online and off.
The new name Communitas, a Latin word referring to a community in which all people are equal, went to the very spirit of the community as a whole – who they are, what they do, and where they are headed in the future.
The tagline Empowering people. Enriching lives. cuts to the core of why Communitas exists and matters.
A huge amount of excitement was generated within the Communitas community around having a fresh look, feel, and voice that speaks to everyone internally and externally giving a sense of togetherness and moving forward.
The messaging platform provides an easy, time-saving method of creating communications on the fly while driving consistency across all touch points.