WMCAT: Reuniting anextended brandfamily

ASK WMCAT (West Michigan Center for Arts and Technology) is an innovative education and training hub in Grand Rapids, providing a culture of opportunity for people to create social and economic progress in their lives and community. Rapid growth and program success found this non-profit marketing team in need of a brand reset.

New program logos demonstrated growth but also contributed to brand fragmentation.

APPROACH Listen, learn and lead this hands-on team and board through an exploration of perceptions about program relationships through brand sorts and interviews.

< Brand sorts and interviews from team leaders provided perspective and insights.

< Inspiration from what’s now and next in non-profit and creative driven brands helped identify new trends, insights and ideas about complex brand hierarchies.

An all employee workshop helped develop a brand personality that reflected the brand (and more importantly, the team) moving forward. >

ANSWER WMCAT best expresses its mission holistically – with all programs aligning under its iconic identity. Worthwhile provided this alignment and a fresh brand hierarchy along with guidelines for moving forward.

< Before (above) – a variety of logos embraced the energy and growth at WMCAT.

< After (below) – a fresh brand hierarchy aligns the brand for all audiences, and leverages the love for the initial mark.

Select pages from the brand guidelines >

Worthwhile feedback

“What set Worthwhile apart from other design firms was the incredible intentionality of their approach. They spent time with us, took a deep dive into our current brand and collateral materials, kept what was working, and provided us with a comprehensive framework.”
— Amy Knape, CFRE – Director of Development, WMCAT

“The Worthwhile team approached our branding project with a level of thoughtfulness and leadership that is truly hard to find. They went above and beyond by crafting a tailored approach that not only provided us with a new brand framework and comprehensive brand guide, but they took the time to align all of our internal stakeholders during the process. Everything was created with us, not for us. Through each step of the process, it was clear that their work is built on incredible research, beautiful design and creative solutions. The experience of the Worthwhile team is unparalleled!.”
— Jenny Griffin – Communications Manager, WMCAT