Goody Clancy came to us at an exciting point in its history. Through a strategic planning process the firm had decided to go all in on higher education, a market where it had deep expertise and an enviable portfolio. A comprehensive rebrand and website overhaul provided the perfect opportunity to tell this story.

Our discovery work for Goody Clancy involved interviews with employees and customers, a brand benchmark of peer firms, and a messaging workshop with the marketing team. The messaging platform we developed for Goody Clancy is anchored by the creative concept, “Design that Drives Discovery.” This theme elegantly articulates Goody Clancy’s commitment to world-class design, and how it empowers education clients to advance knowledge and drive discovery. The messaging platform also includes brand pillars, voice and tone guidelines, an elevator pitch, and audience-segmented messaging.

When it came time to work on the website, our strategy was all about helping the team at Goody Clancy help themselves. We took the lead crafting the most high-visibility, marketing focused landing pages, but then gave Goody Clancy guidelines and coaching for writing project profiles and staff bios internally. As the brand and website launch neared, we hosted a series of lunch and learn sessions with staff to ensure they understood the brand and how to articulate it in their own work.