2016 Minority Business Firm
of the Year

Business Diversity Institute

//Business Diversity Institute
Business Diversity Institute 2017-04-06T04:11:54+00:00

Project Description

Project Assets: Logo Design, Tagline Development, Stationary, Brand Standards, Rack Cards, Brochures, Website Design & Development

Project Brief

The Business Diversity Institute (BDI) is a non-profit 501(c)(3) organization whose mission is to support the growth and success of regional minority-owned and woman-owned businesses through high-value training and educational events in the Portland metropolitan region.

As an organization they saw the necessity of Rebranding BDI after concluding their brand was visually and verbally inconsistent across many touch points including their advertising and online presence. As a consequence, the BDI brand suffered from a lack of awareness within the minority-owned and women business community. They understood the need to raise the profile of the organization and earn the respect and trust of their intended audience. Repositioning BDI with a new tagline, visual identity, website redesign were crucial to their rebranding efforts.

Twirl first conducted a brand audit, which entailed reviewing all of their existing marketing materials to determine brand alignment and whether visual consistency existed amongst them.

A website survey was conducted to uncover any new insights which would assist Twirl with updating their website content and site navigation. Once the findings were reviewed and analyzed, a new strategic plan was developed and implemented.

To support the data that was uncovered we created a visually appealing color palette as well as a set of brand standards to maintain consistency. We introduced new imagery that was professional yet communicated who their target audience was and applied it across a variety of touchpoints. We redesigned the website, which serves as the anchor for all organizational information and transactions. New marketing collateral was produced to reflect the new training programs and outreach efforts. Such items included logos, direct mail postcards, rack cards, event guides, brochures, trade show banners and print advertisements. And we’ve since expanded our services to include website maintenance as well as e-marketing and social media support for special events such as MED Week, Diversity Practitioners Summit & Breakthrough Breakfast throughout the year.

“The creative team at Twirl Advertising & Design has elevated the professional image of Business Diversity Institute through consistent branding in all external communication, including an extensive web site redesign in 2016. Twirl is unique in that the firm balances both cutting-edge creative, with approachability and great communication. They are truly a pleasure to work with and the results are exceptional!”

Charissa Rotramel, Board Chair, Business Diversity Institute