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PROJECT OVERVIEW }
The Eye Foundation had experienced a rough start,
but their new CEO was determined to turn things
around. She came to 2nd Road for help. We
worked with her team to construct a strategic
plan for change, including a hypothesis for achieving
their vision and mission.
We
then met with members of their target audience--professionals
in the field of Ophthalmology--to test the hypothesis.
The insight gained from research shed light on
the many challenges facing the Foundation, but
provided a strong direction for the communication
strategy.
Since the history of Ophthalmology was an important
part of their identity, the creative concept incorporated
illustrations of antique medical instruments and
imagery to communicate the foundation's desire
to fund research and aide projects on a local
and global scale.
The new identity was launched at an annual congress,
where they received rave reviews. Since then,
they have formed several strategic alliances and
funded a number of projects throughout Australasia.
My
role in the process:
I conducted research interviews, led a workshop
to debrief the research with the client, presented
synthesized findings and collaborated with the
designer, providing her with on-going creative
direction--from logo development to content development
for brochures.
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