- Our Work
- ONE CASE: Building a Consistent Global Brand
ONE CASE: Building a Consistent Global Brand
Over more than a decade working with the Council for Advancement and Support of Education (CASE), Bryan Daniels helped a global membership organization evolve its strategy, brand and digital presence while staying anchored to a shared mission. Across that work, the through-line was consistent: create greater clarity, alignment and connection for members and stakeholders worldwide.
Creating clarity and alignment across a worldwide organization
The Challenge
CASE has been a highly successful global membership organization for 50 years. Over the past ten years, as it continued to work towards its vision to “advance education to transform lives and society”, CASE aspired to be bold, agile, and innovative while engaging and retaining its members, globally.
Our Approach
The following reflects on the various ways that Bryan Daniels contributed to meeting CASE’s challenges:
Business Alignment:
- Contributed to the successful development and deployment of (2) Five-Year Strategic Plans;Reimagining CASE 2017-2021 and Championing CASE 2022-2027. Both plans guided CASE towards successful evolution, both internally, as well as for its membership, globally.
- Participated in a strategic Recalibration Working Group initiative which led to turning insights into actions that helped form the current five-year plan.
- Developed CASE On-Demand – a suite of digital-first learning tools and resources which helped offset revenue losses from shuttered in-person CASE conferences during global lockdowns.
Brand Strategy:
- Modified the CASE logo (and visual identity system) from a square “chicklet” logo to the current circular logo, which conveys that CASE is a unified, global organization (“One World. One CASE.”)
- Envisioned and branded CASE Laureates, an engagement program that honors and helps maintain connection and communication with senior volunteers, keeping them engaged in the life of CASE.
Creative Storytelling:
- Crafted animated, on-brand intro for CASE Faces – video “shorts” capturing CASE members across the globe as they share their experiences in the profession of advancement.
- Produced a compelling film short that captured the issues of sexual harassment that the #MeToo movement revealed.
- Created an informative video, CASE Talent Management in Focus, which laid out a new Career Competencies Model that members could follow to bolster their career journeys.
Digital Marketing:
- Key contributor to the overhaul of CASE’s digital Eco-System, informed by data and research. This led to a more comprehensive user experience across CASE digital platforms.
- Bootstrapped digital solutions to work in harmony with the then-new website, CASE database, email marketing platform, and CASE Communities.
The Result
Bryan has been recognized (through industry awards and through Executive Leadership) for his contributions towards helping CASE stay aligned with its Vision, and to meet it’s Mission.
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- Council for Advancement and Support of Education (CASE)
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