
Rejuvenating an Iconic Brand
Government
Case Background
Rockstars in music and elsewhere are not immune to losing social relevance and must reinvent themselves from time to time. Similarly, our Client – an iconic organization behind century-defining scientific and technology breakthroughs – found itself struggling to engage the general public, particularly the next generation of Americans. Despite their historic achievements and contributions to society, they faced the challenge of reconnecting with a younger audience that was largely unaware of their legacy. It became critical for the Client to re-establish wider recognition and garner broader support to continue their mission. This required a strategic reinvention, focusing on contemporary communication methods, leveraging digital platforms, and creating compelling narratives that resonated with younger demographics.
We took a relatively well-framed challenge and deconstructed it to find cases that answer disassociated questions like “Who took somebody doing great things that people don’t understand and make it clear?” and “Who was able to rejuvenate an old asset that had value a long time ago?” The insights from the precedents pointed toward new solutions.
Our Approach
The Client’s team created new public relations initiatives and communication campaigns addressing the audience it was struggling to engage for years. Younger Americans started to not only understand what the Client does but began to fully embrace its role. The impact of the project was substantial enough for the Client team to return with a different challenge that had to be solved with the Precedent Driven Innovation.
Output
Rejuvenating an Iconic Brand
Government
Case Background
Rockstars in music and elsewhere are not immune to losing social relevance and must reinvent themselves from time to time. Similarly, our Client – an iconic organization behind century-defining scientific and technology breakthroughs – found itself struggling to engage the general public, particularly the next generation of Americans. Despite their historic achievements and contributions to society, they faced the challenge of reconnecting with a younger audience that was largely unaware of their legacy. It became critical for the Client to re-establish wider recognition and garner broader support to continue their mission. This required a strategic reinvention, focusing on contemporary communication methods, leveraging digital platforms, and creating compelling narratives that resonated with younger demographics.
Rockstars in music and elsewhere are not immune to losing social relevance and must reinvent themselves from time to time. Similarly, our Client – an iconic organization behind century-defining scientific and technology breakthroughs – found itself struggling to engage the general public, particularly the next generation of Americans. Despite their historic achievements and contributions to society, they faced the challenge of reconnecting with a younger audience that was largely unaware of their legacy. It became critical for the Client to re-establish wider recognition and garner broader support to continue their mission. This required a strategic reinvention, focusing on contemporary communication methods, leveraging digital platforms, and creating compelling narratives that resonated with younger demographics.
Our Approach
The Client’s team developed new public relations initiatives and communication campaigns specifically designed to address the audience it had struggled to engage for years. By crafting messages that resonated with younger Americans, they successfully conveyed the importance and relevance of the Client’s work. These efforts resulted in a significant shift in perception, with younger generations not only understanding what the Client does but also fully embracing its role and contributions. This newfound engagement and appreciation led to a substantial impact, marked by increased support and interest from this previously elusive demographic.