CS During a Brand Refresh: Teach For America Case Study

When the Teach For America web team set out to redesign the public site in 2010, the orga­ni­za­tion was simul­ta­ne­ously recon­sid­er­ing the brand’s brand’s per­son­al­ity, the core values, and the visual signal. With so much in flux the team might have chosen to delay the project, but that would have been a huge mis­take. Kristin Hodgson will explain why a tran­si­tional time presents the per­fect oppor­tu­nity to under­take a con­tent strat­egy implementation.

What you’ll learn:

How web con­tent can help push an orga­ni­za­tion out of its com­fort zone (in a good way) How Teach For America devel­oped a new voice and con­tent mix to achieve the bal­ance of inspi­ra­tion and authen­tic­ity the orga­ni­za­tion was striv­ing for How to put the user front and center through it all Some food and soda will be available. Feel free to BYOB.