Tamera relied heavily on its online and onsite courses for financial sustainability. The Marketing and Communications team lacked a comprehensive brand guideline, making efficient and cohesive work difficult. After 30 years of growth, the absence of formal documentation led to scattered brand information, complicating the onboarding of new volunteers for Uri, the team leader.

Recognizing this gap, I initiated a branding process beginning with a Google Brand Sprint to clarify Tamera's core identity and values. We held a workshop to explore brand personality and archetypes, establishing a clear tone of voice for copy.

We created detailed audience personas to align marketing efforts with Tamera's goals, ensuring communications resonated with our target audience. A retrospective review of existing brand elements revealed inconsistencies that didn’t reflect Tamera’s mission. I refined the color palette for cohesion, reorganized the design system for consistency, improved the typography and information hierarchy for clarity, and established a unified photography direction for a cohesive visual narrative.

To enhance Tamera's digital presence, I focused on the website, social media, and course platforms. On Instagram, I implemented highlight reels for each course to facilitate access to information and bridge the gap between social media and the website, increasing awareness and understanding of course offerings.

I reviewed the website and devised a short-term proposal to align it with the new brand structure, simplifying course navigation and making copy more accessible. I also pitched a comprehensive website overhaul, expressing my desire to return for a more extensive design sprint in the coming year.

The creation of a brand guideline established a legacy of consistency for Tamera, improving communication across various platforms and streamlining processes for future volunteers. With focused branding, Tamera is now better positioned to boost course enrollment and engage its community with confidence and clarity.