Taking a look at initial creative concepts may be the most exciting checkpoint in the rebranding process to date. They are the visual representation of all that Hope is and all for which Hope stands.
This week we saw the first creative representations of our brand promise and brand attributes. EM2 presented two concepts: Fully Alive and Rare Combinations. Prior to showing their work, Chris Martin explained the creative process and even gave us an inside look at how the design process works at EM2’s headquarters in Atlanta:
Lynn Donham prepared us for reviewing the creative concepts with the following admonition:
Still the critic.
Entertain the notion.
Consider the possibilities.
These statements proved to be extremely useful encouragement for keeping an open mind as we viewed these concepts for the first time. Here’s a look at Fully Alive and Rare Combinations:
Fully Alive
Rare Combinations
Following the presentation, the Integrated Marketing Cabinet considered each concept and recommended that EM2 proceed with Fully Alive. We felt the use of vibrant color, graphic text, overall look and feel were most consistent with the redefined Hope brand. The IMC liked the idea of Rare Combinations, and has asked EM2 to integrate some of those elements in the revision of Fully Alive.
— Submitted by Andrew Meyers, Assistant Director of Admissions