Page 10 - ORA 1256 Board Booklet
P. 10
PROCESS
In this phase, we developed the brand strategy, brand profile
and brand identity. To begin, we conducted a brand mapping exercise, which helped us gather and document brand characteristics, attributes and core messages. We also conducted key stakeholder interviews to gain insight on the current state of the ORA brand from different perspectives. Using the information gathered, we crafted the brand profile.
The brand profile is the foundation of the entire design process. We presented the ORA with five concepts and thematic approaches. Each approach used three different brand personality traits from the brand profile. After revisions and input from the Brand Transformation Committee, we determined a champion concept. Summerfield is creating a Brand Standards Manual to ensure that future applications of the brand adhere to the purpose of the project.
