Tag: Brand Strategy

Carnegie Corporation of New York

PUTTING THE ANDREW CARNEGIE FELLOWSHIP ON THE MAP

Over the past four years, I have led strategic communications around our foundation’s Andrew Carnegie Fellowship program, with the goal of bolstering the brand and elevating Fellows’ scholarship. Beginning in 2019, we introduced a key message regarding the vital role of the humanities and social sciences in addressing enduring challenges and pressing problems of our day. In a STEM-obsessed world, our aim was to highlight … Continue reading PUTTING THE ANDREW CARNEGIE FELLOWSHIP ON THE MAP

Unknown's avatarDebra Wexler
The Human Project

SOLVING THE PUZZLE TO A BETTER, LONGER LIFE

In 2017, I led a complete overhaul of the existing Human Project website, which had previously been oriented to a scholarly audience. As we prepared to launch the study and begin recruiting participants, we needed a streamlined mobile-friendly platform with accessible and engaging messaging to inspire researchers, journalists, funders, and the broad public. The website was framed around our new brand narrative and upgraded to incorporate … Continue reading SOLVING THE PUZZLE TO A BETTER, LONGER LIFE

Unknown's avatarDebra Wexler
The Human Project

GETTING TO 10,000

One of the biggest challenges for The Human Project is persuading 10,000 New Yorkers to share a wide range of their personal data, from medical and financial records to geolocation and metadata generated from moment-to-moment as they go about their daily lives. To achieve that, we need to paint a picture of the better, brighter New York City that might be made possible through the simple … Continue reading GETTING TO 10,000

Unknown's avatarDebra Wexler
New Leaders

MEET THE “NEW” NEW LEADERS

In 2016, I led a comprehensive rebrand at New Leaders. This encompassed development of the brand strategy, producing a new suite of marketing collateral, and overseeing development of a new website: NewLeaders.org. New Leaders got its start recruiting principals to work in America’s highest-need schools in 2000. Today, the organization trains education leaders at every level — from teachers up to superintendents. The rebrand was … Continue reading MEET THE “NEW” NEW LEADERS

Unknown's avatarDebra Wexler
TNTP

WHAT WILL YOU TEACH?

In 2013, TNTP decided to consolidate its network of Teaching Fellows programs under a national brand umbrella: TNTP Teaching Fellows. At the same time, it was essential to retain each program’s “local flavor.” The result: a new TNTPTeachingFellows.org identity and website. As the primary platform to recruit Teaching Fellows candidates, a key priority was distinguishing the program from the field of organizations competing for the … Continue reading WHAT WILL YOU TEACH?

Unknown's avatarDebra Wexler