CARYN BAUMGARTNER
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A WINDOW BETWEEN WORLDS
CLIENT
Taproot Foundation / A Window Between Worlds
PROJECT
AWBW Brand Strategy
BACKGROUND
As a volunteer for the Taproot Foundation, I served as Brand Strategist and Creative Director on the team.
CHALLENGE
A Window Between Worlds is a non-profit organization that uses art as a recovery tool for victims of domestic violence. In anticipation of a comprehensive funding and outreach program celebrating the 20 year anniversary, the objective was a repositioning and messaging strategy that would elevate the organization and communicate the power of art in changing lives.
SOLUTION
A comprehensive messaging platform was developed including audience-specific language for use in communication with foundations, donors and shelters. To strengthen the understanding, a creative concept and brand mark were presented to illustrate how the communication might be delivered.
RESULT
A focused message that resonates emotionally and documents powerful change leading to action. The messaging platform strengthened fundraising efforts and provided a framework for effective communication to foundations, donors and shelters. By presenting both the emotional and the measurable results of a Window’s workshop the take-away is meaningful change worthy of donation support, and in the case of shelters/agencies, meaningful change that will break the cycle of abuse.
Quantifiable results
The existing positioning of “Art as a Healing Tool” relied primarily on an emotional appeal. While positive, the messaging lacked focus or meaningful measurement.
“A single workshop can change a life.” This statement by the founder, Cathy Salzer, spoke volumes and was evidenced throughout the research and discovery phase. The mindset change from “victim” to “survivor” is transformational. More importantly, the resulting positive action that leads to change reflects a quantifiable measure of success.
The intersection of brand attributes and unique proposition drives creative expression.
Empowering quotes from actual survivors that begin with “I” and are affirmations of change illustrate the mind set change from victim to survivor. Depending on the communication, these statements are followed-up with brief profiles of the survivor’s story.
Artwork is proudly presented by the survivor and brings the story to life. A necessary caution, the identities of the survivors are protected behind the artwork itself.
"I AM... I CAN... I WILL...
I presented examples of how the messaging is implemented alongside imagery and brand to provide context to the strategy.