Rebranding & The Grand Event the GRAND AVENUE CLUB

Our thinking so far... Since our last meeting, the dGroup has been busy defining the Grand Avenue Club and the upcoming Grand Event. We have narrowed our research to a couple of KEY areas:

1. Who is the GAC?

2. What is the GAC identity?

3. How to brand the Grand Event?

1. Who is the Grand Avenue ClubOur first task was to determine who is the Grand Avenue Club. In order to do this we developed brand personas that helped give a face to the club. Following is a sampling of the developed personas.

Persona 1: “Kathy” - Benefactor

• 58 years old

• Chairman & CEO of large local corporation

• B.S. and M.S. in economics from UW-Milwaukee

• actively involved in the Milwaukee community

• member of the board of directors of Manpower Inc.

• a past chairman of the Greater Milwaukee Committee, and a board member

of Children’s Hospital of Wisconsin, Inc., Froedtert Health System, Medical

College of Wisconsin, Metropolitan Milwaukee Association of Commerce,

Milwaukee affiliate of the Susan G. Komen Breast Cancer Foundation, Inc.,

• serves on the Advisory Board of the Zilber Neighborhood Initiative

• married with two adult children

Association, Responsibility, Optimism

1. Passion

2. Acceptance

3. Hard Working

4. Inclusive

5. Milwaukee

Persona 2: “Craig” - Member

• 42 years old

• history of mental illness; now stable and taking medication

• heard about the Grand Avenue Club from a friend

• member for 3 years

• in his second semester at MATC

• studying general education courses: math, computers, and history

• GAC has helped him learn organization, proper notetaking, writing

research papers, and critical thinking

• a regular at GAC’s SWAP (Students With A Purpose) meetings

• encourages other members to take advantage of the support offered at

SWAP

Revitalization, Hope, Camaraderie

Persona 3: “Heidi” - Colleague• 28 years old

• previously a school teacher

• offered councseling/mentoring to her students, parents, and collegues

• determined to make a difference; “helping goal”

• decided to become a service provider for the mentally ill and/or elderly

• a graduate student in social work at UW-Milwaukee

• field work placement is at the Grand Avenue Club

• motto: “Sucess begins with a person’s will.”

• finds the rich array of activities at the Grand Avenue Club inviting and

appropriate

• not only an opportunity for her to help others but will also enhance

her self worth and quality of life

Brotherhood, Encouragement, Passion

2. What is the GAC identity?Second, we began research into the Grand Avenue Club identity. Our initial research involved color studies, a brand audit, typography studies and initial identity marks. Following is a sample of that research.

GACGAC

GRANDAVENUE CLUB

GRANDAVENUE CLUB

GRAND AVENUE CLUB

C L U B

GRANDAVENUE CLUB

GRAND AVENUE

Strong, basic colors, but distiguishable. Possibly work with tints as that will make printing jobs cheapers/easier.

Depending on printing abilities, the typogrpahy may be more important then the colors. A strong mark may be easier to reproduce, more iconic and more maluable for design appliations.

COLORS

{

GRAND AVENUE CLUB

G G G G G

3. How do we brand the Grand Event?Finally, in groups, we began to address the invitations to the Grand Event. The groups looking into several themes for the invitations from “casual elegance” to a more formal branding for the event to putting a face to the event.