The Challenge
Tamera's community relies heavily on its online and onsite courses for financial sustainability. However, the Marketing and Communications team lacked a comprehensive brand guideline, making it challenging to work efficiently and cohesively. With over 30 years of rapid growth, Tamera hadn’t documented its brand identity formally. The absence of this critical resource meant that information about the brand and visual identity was scattered and often lost in communication, placing an undue burden on Uri, the head of the team, to continually onboard new volunteers while ensuring consistency.
Tamera is a unique community focusing on ecological sustainability and social justice, dedicated to creating a model for a new way of living together that uses educational courses to empower individuals and groups toward transformative actions.
The Solution
Recognizing the need for a solid foundation, I initiated a thorough branding process that began with a Google Brand Sprint. This focused session set the stage for understanding Tamera's core identity and values. Following the sprint, we held a workshop to explore the brand's personality and archetypes, which helped us establish a clear tone of voice for the copywriters.
To align the marketing efforts with Tamera's overarching goals, we created detailed audience personas. This ensured that our communications would resonate with our ideal audience and increase engagement with the courses.
Next, I conducted a comprehensive retrospective of the existing brand elements. During this process, I identified numerous inconsistencies that didn't align with Tamera's brand personality and mission. I refined the color palette to achieve greater cohesion across all visual elements and reorganized the design system to ensure consistent application. I enhanced the use of color for calls to action and improved the information hierarchy and typography for clearer communication. Additionally, I established a more unified photography direction, creating a cohesive visual narrative that aligns with Tamera’s brand identity.
Implementation
To enhance Tamera's digital presence, I focused on the website, social media channels, and course platform to boost efficiency in promoting online courses. On Instagram, I implemented highlight reels for each course, allowing users to easily access course information and establishing a bridge between social media and the website. This initiative increased awareness and provided context, making it easier for prospective students to understand the course offerings.
I also reviewed the website and devised a short-term proposal to align it with the new brand structure. This plan aimed to simplify user navigation of the courses and ensure that the copy was accessible to individuals outside the Tamera community. Furthermore, I pitched an expansive website overhaul and expressed my hope to rejoin Tamera and the team for a more extended design sprint in the coming year.
The Outcome
The creation of a brand guideline provided a legacy of consistency for Tamera, enabling effective communication across various platforms and helping to streamline processes for future volunteers. With focused branding, Tamera is now better equipped to increase course enrollment and engage its community with confidence and clarity.
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