CREATING UNITY + SERVING UP SMILES
Meals on Wheels engaged Mercury to lead it through a major brand repositioning. The end goal was to create a multi-dimensional communications and identity program that drives a greater impact and fosters a deeper connection to the brand – making all outreach activity more effective.
We began with an intensive discovery phase to identify and understand the current perceptions of the brand in the market amongst several audiences.
With insights from that groundwork, we next researched and defined ten target audiences for whom we would develop unique messages and strategic communication approaches. We created a visual identity system including logo, tagline and style guides, along with a set of communication tools that reinvigorated the umbrella brand while also providing localized tools for 36 member sub-brands.
Through collaborative guidance, Mercury facilitated the launch of the rebrand, the incorporation into existing promotional plans and the development of new communications programs across various platforms. The result was a very effective campaign that connected multiple audiences to the unique and tremendous benefits of engaging with Meals on Wheels.