New York established a premier global environmental research and education facility for "the study of rivers and estuaries, their ecosystems, and their central role in the lives of nearly every living creature on this planet." Groove 11 established its identity and voice, which helped raise over $100 million.
Once planning, research, and pilot programming were complete, Beacon needed a competitive differentiation – a relevant, credible position that reflected a clear mission and showed that the Institute filled a real need. These messages then needed to be transformed into a visual identity. But this called for more than a pretty logo and a nice brochure. Communications had to support and enable fundraising, marketing, and education programs while connecting with government agencies, scientists, educational partners, funding agencies, and the general public.
Delivering multiple messages that connect with multiple audiences required comprehensive messaging and a visual vocabulary that would carry the organization through all touchpoints while reinforcing the brand message of "realizing the power of connections." Focusing on the delicate balance between communities and nature, we created a brand experience to show how a diverse range of people can work collaboratively to maintain that balance.
"Working with Groove 11 was a great pleasure. This may sound stock, but it's true: They were efficient, fun, and definitely pushed us on deadlines, keeping us on track and ultimately creating an effective, attractive website (not to mention a fantastic identity package)."
Amy Norquist
Deputy Director, Beacon Institute
