Positioning and expanding a legacy brand
Highlights magazine is a beloved American institution, and with over a billion copies printed and a healthy roster of allied publishing ventures, it can be considered wildly successful by almost any measure. But they wanted to grow into new areas.
This raised a question: how do you protect what you have, which is valued and respected, while building a path to new products and markets? It’s a classic branding challenge, and the Highlights leadership team called us in to help them address it.
Our first step was to develop a new brand architecture that would work to achieve their goals. We then created a broad strategic communications platform. We distilled and updated the mission and core values to make them more useful — and actionable — for their communications. We arrived at a viable position, and developed messaging to support it.
We then created a printed brand bible that includes guidelines, assets and a unique comic book-style brand overview. We worked with the Highlights team to create internal presentations to train the staff in their use. In developing this assignment we worked with writer Dave Goldenberg from the Dave and Eddy Show.
The new brand system is in place, implemented in all areas of communication.
- Brand Strategy
- Communication Planning
- Creative Direction
- Identity Design
- Editorial and Writing
- Print Communication
- Online Communication
- Exhibit Design