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Transforming an Association's Brand
SURA is a consortium of 60-plus universities that collaborate on large-scale research in information technology, coastal and environmental phenomena, and space science. It engaged TDC to undertake a full rebranding of the organization. Insights from our discovery phase informed our creation of key brand elements, including a more well-defined value proposition, a compelling brand look-and-feel, a messaging platform, a refreshed logo, and a tagline. The second phase involved a redesign of SURA’s existing website that applied these brand assets to better reflect the scope of the organization’s research. We made the site far more appealing and accessible, and even added new functionalities to help the staff access administrative tools more efficiently.
Branding for Associations eBook
The most important thing any assocation can do is demonstrate its ongoing value to its membership. And the best way to establish this foundation is to stop looking at the organization as simply a group with a common interest and to start thinking of it as a living, breathing brand.
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