I lead brand and content strategy for the Archer Group. I was brought in to help them recreate their brand, a comprehensive effort involving clarifying their mission and values, identifying a brand position and voice, creating a new tagline (Ever Wonder?) and brand campaign, and generating memorable, differentiating content that accurately expresses what the agency stands for.
Everything here, and much more, can be seen here.
New Brand Tagline. The heart of the new brand. Sets up a friendly conversation, allowing for the fact that many potential clients and employees may wonder who the Archer Group is, and what it can do for them. Celebrates 'wonder' as a pursuit unto itself, in that way serving as a subtle challenge/call-to-action for internal and external audiences.
New Agency Mission: Simple, with every word very deliberately selected to express an agency POV.
Agency Core Values. Succinctly describing the balance we aspire to individually and collectively.
Agency Mantra. "We stand apart" is a nod to the agency's off-the-beaten-path location (in Wilmington DE) and a reminder that the agency has capabilities and a culture that can't be found just anywhere.
Brand Voice. The key was capturing the smart, approachable personality the agency prides itself on.
Pull-through of Brand Idea. The new site offered a great opportunity to demonstrate the culture of "wonder" of the agency, by sharing examples of what individual Archers wonder about.
Content strategy. Featured case studies on the new site were structured, in the spirit of the 'Ever Wonder' messaging, by discussing the questions that the agency answered in solving big problems for existing clients
Content Strategy. Content was created to demonstrate how the agency "Stands apart" from other agencies, in line with the new agency mantra
Content Strategy. A new agency Tumblr site refreshes the idea of what an agency blog can/should be. See full site at: http://archergroup.tumblr.com
One of my responsibilities is to oversee all content on the Archer Tumblr Account, and accompanying social media efforts.
