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In this current economic climate, organizations may not be positioned to undertake a full institutional rebranding initiative. However, this may be a perfect time to investigate one key aspect surrounding your brand.

A Minelli Inc. Dynamic Audit © can help organizations:

• Gain clarity around your vision and mission
• Identify critical current and prospective audiences
• Clearly articulate the unique institutional value that differentiates you from the competition
• Assess current communications
• Refine messaging, or
• Learn to make decisions that strengthen and support the brand identity and the bottom line

WHAT IS A DYNAMIC AUDIT?
A dynamic audit is a highly targeted set of consulting services tailored to help organizations quickly and effectively make better decisions regarding one key aspect of their brand.

HOW IS THE AUDIT CONDUCTED AND WHAT IS DELIVERED?
We will work with you to clarify target issues, gather data, facilitate focus groups or information sessions, synthesize findings, and create recommendations that offer actionable ideas to help you stay focused on one of your organization's most valuable assets...the brand.

We would be happy to discuss with you how a Dynamic Audit can help your organization reinvigorate its identity and stay on brand, without blowing the budget.

Contact us at vision@minelli.com for more information.

The American Repertory Theater ushers in a period of change and excitement with a new graphic identity that visually demonstrates the transformational mission of its new artistic director, Diane Paulus. Building on the legacy of the A.R.T. as one of the most exciting and innovative theaters in America, Paulus seeks to redefine and revitalize theater for twenty-first-century audiences. Bringing her creative vision to life includes attracting and engaging new audiences that will become active participants in A.R.T. productions.This effort will be critical to achieving the vision and revitalizing an established institution.

The A.R.T.’s new look—designed by Minelli, Inc—includes a bold and powerful new logo, an energetic and vibrant color palette, and lush photography capturing the audience’s experience of the A.R.T. The main message conveyed by the identity system is that the focus is always on the audience’s participation. “Experience the A.R.T.” is not just a headline, but is also locked up with the logo. The new brand identity will be integrated into all of the A.R.T.’s communications including the season brochure, window graphics, show posters, and a new website scheduled to launch in May 2009.

Minelli, Inc.’s work for the Currier Museum of Art was named one of the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards. ReBrand 100 is the highest recognition for brand rebuilding and redesign, and is the only global, juried program of its kind.

In 2006, the Currier began a 33,000 square-foot expansion to include additional galleries, classrooms, and amenities that would dramatically transform the museum. A distinguished museum with a loyal core audience, the Currier suffered from a general lack of awareness among potential new visitors. Minelli, Inc. was hired to help the Currier clarify their vision in order to attract new audiences and extend their reach. Armed with a clear brand strategy, new messaging, and a dynamic visual identity system, the Currier welcomed 25,000 visitors and doubled the number of new memberships sold within two weeks of reopening in the spring of 2008.

In addition to the prestigious ReBrand 100 award, the American Association of Museums recognized Minelli’s redesign of the Currier Museum of Art’s membership magazine.

Established in 1983, Cook Inlet Tribal Council (CITC) provides social, educational and employment services to Alaska Natives and Native Americans living in the Cook Inlet region of Alaska. These programs serve an average of 12,000 Alaska Natives and Native Americans annually.

Following a period of phenomenal organizational growth, CITC recognized the need to begin a broad-based planning process with the goal of developing a compelling vision and a set of institutional priorities to meet new challenges and ensure continued success. Focusing on a long-term strategy and identifying a more balanced and sustainable base of support to advance CITC’s mission will require operational and organizational shifts. CITC selected Minelli, Inc. to develop and implement an institutional brand strategy. This strategy will play an integral role in clarifying, expressing, and promoting these shifts both within the organization and among participants, allied community agencies, community partners, and funders.

The YMCA of Greater Boston, the first YMCA in America, selected Minelli, Inc. to revitalize their brand image as part of a five-year strategic planning process that includes building a new facility on the Rose Fitzgerald Kennedy Greenway.

Possessing a high level of name recognition and respect, the organization is mainly associated in the public’s mind as a “swim-and-gym” facility. This association overlooks the YMCA’s critical work in youth development and community building. The YMCA of Greater Boston was seeking to build a brand identity that would more fully communicate the breadth of their offerings and depth of their impact while garnering support for an extensive capital campaign.

Minelli, Inc.brought the brand strategy to life with a simple and compelling visual identity system that uses a series of rotating words with a tagline. The creative system strikes a balance between the practical and emotional reasons to consider the YMCA of Greater Boston. This system was implemented in print and outdoor advertising and across all of the YMCA’s integrated marketing materials.

The Newark Museum, New Jersey’s largest museum, is a world-class art, culture and educational institution that draws thousands of visitors every year. With 80 galleries of collections including American, Asian, African and Classical art, the Museum also owns the Ballantine House, a restored Victorian mansion and National Historic Landmark.

Approaching its centennial anniversary, and energized by a future building expansion project, the Newark Museum was seeking to dramatically raise its profile to one of national and international significance. To achieve this goal, Minelli, Inc.developed an overall brand strategy and designed and implemented a new visual identity. The increased awareness surrounding their 100-year anniversary offers a perfect opportunity to raise the Museum’s overall visibility and increase visitation among current and new audiences.

In 2003, the Appalachian Mountain Club launched its Maine Woods Initiative, a strategy for land conservation combining outdoor recreation, resource protection, sustainable forestry, and community partnerships. AMC is seeking to brand and promote the Maine Woods Initiative as a world-class vacation destination for hiking, paddling, fly-fishing, and winter sports. Promoting the area as a world-class destination meets AMC’s mission goals of public enjoyment, protection, and wise use of this region. 

AMC has hired Minelli, Inc. to raise awareness of and increase visitation to this four-season destination through the creation and implementation of a destination brand strategy and redesign.