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.