Problem
With an expansion of services and locations, the Doris Duan-Young (DDY) Autism Center sought to enhance its brand presence and establish consistency across customer touchpoints and marketing efforts. The organization needed a cohesive approach that aligned its digital and offline branding with its mission of fostering an inclusive community while ensuring comfort and accessibility for individuals living with autism.
Action
Collaborating with the DDY Autism Center, I developed a 360-degree digital branding framework that aligned with their mission, values, and growth goals:
- Brand Style Guide
- Designed logo lockups, a color palette, typography, custom illustrations, and iconography.
- Developed social media designs and brand patterns to ensure consistency across platforms.
- Marketing Communication Strategy
- Conducted workshops and stakeholder analysis to develop key messages and insights.
- Created an annual plan and policies to guide communication efforts effectively.
- Social Media Playbook
- Established guiding principles and rules of engagement for social platforms.
- Delivered a planning and measurement framework with a sample calendar to ensure structured social media campaigns.
- Brand Storytelling
- Crafted SEO-compliant web copy that highlights the center’s services and mission to empower individuals and families.
- Website Development
- Designed an intuitive UX/UI and information architecture to make the website accessible and user-friendly.
- Delivered a fully developed website tailored to the needs of individuals and families engaging with the center.
- Collaterals
- Created a professional corporate presentation to support the center’s communication efforts.
Outcome
The engagement provided DDY with:
- A cohesive brand identity that reflects their legacy and commitment to inclusion and empowerment.
- A robust marketing communication strategy to amplify their mission and connect with stakeholders.
- An accessible, visually appealing website that serves as a key touchpoint for families and caregivers.
- Tools and frameworks to ensure consistent messaging across social and digital platforms.
Reflection
This collaboration underscored the importance of aligning brand strategy with the unique needs of an organization. By combining digital branding expertise with an understanding of DDY’s mission, I helped create a welcoming and cohesive brand presence that empowers families and individuals living with autism.