NYU Langone Giving’s objective was to develop a giving brand that would be a valuable asset that created meaningful differentiation, established trust, and ultimately influenced giving preference and donation behavior.
A mandatory was that this emotive branding system be closely connected with NYU Langone Health, the academic medical healthsystem, they raise funds to support.
To understand how current and future donors wanted to be communicated to and what messaging would inspire them to be build a strong connection with NYU Langone Giving and their mission, quantitative and qualitative research was conducted.
The brand positioning was based on the research and category insights, and came to serve as the manifesto for all brand communications and actions. It also set the foundation for the verbal and visual creative system.
To kickoff the brand, a new campaign was created that included print and digital marketing. Additional campaigns were created to serve the mission throughout the year. Having a powerful toolkit of templates and messaging will serve NYU Langone Giving well into the future.
The success of the NYU Langone Giving brand is how it ties to NYU Langone Health while having its own voice that creates an emotional bond with its audiences.
