CHALLENGE

Enhance Brand Identity, Elevate Affinity, Build Brand Equity

Harvard University entrusted Elevate with developing a comprehensive communications strategy for its Title IX office. Our strategy aimed to effectively communicate the office’s mission to maintain a safe and healthy educational and work environment free from sexual and gender-based harassment, clarify misconceptions about its role, raise awareness of its services and resources and develop an enhanced user journey that made it easier for stakeholders to access them.

SOLUTION

Brand DNA, Corporate Communications & Content PR

Our first task was to craft brand positioning that artfully articulated the department’s vision. We then developed actionable messaging that concisely communicated its purpose and educated stakeholders on accessing services, tools, and resources. We established messaging protocols to ensure consistent delivery across all channels and developed a new visual identity, including a re-imagined logo, distinct typography, and customized graphics to enhance the user experience. Lastly, we created a new tagline that provided a simple, strong, and clear sense of the Title IX office’s vision/mission to put the user at the center of our strategy.

IMPACT

Promote Mission, Educate Constituents, Build Equity

The new identity resonated with students, faculty and staff. It was the center of a spotlight article in the Harvard Crimson that highlighted the site as a resource for the community. Harvard President Lawrence Bacow called out that the Title IX Office website had been redesigned and improved with the help of focus groups, highlighting the site as more navigable, informative and user-friendly.