Creative Cycle and The Data Trust engaged in a workshop to explore The Data Trust’s goals, brand values, communication processes, audiences and overall offering. In doing so, we discovered a major gap in the company’s messaging: a lack of human element.
While the company’s services focus on people and the issues they care about, the company’s collateral was highly impersonal. It focused on facts, statistics and text explaining the data analytics process, rather than benefits to the client or empathy for voters. The company was telling a technical story that no one understood. As a result, its message carried little meaning for its target audience.
Together, Creative Cycle and The Data Trust set out to tell a different story.