Archaeology Southwest / Brand Refresh
Archaeology Southwest (previously the Center for Desert Archaeology) is a private nonprofit organization that explores and protects the places of our past across the American Southwest and Mexican Northwest. For 30 years they have been known for developing an integrated, conservation-based approach known as Preservation Archaeology and for their award-winning publication Archaeology Southwest Magazine.
To refresh the brand to ensure the sustainability of the organization and keep it relevant and differentiated to current and prospective members. During the course of the brand strategy development process, we determined that the organization could benefit from changing its name and leveraging the brand equity in their flagship publication.
The process included:
- Organization assessment
- Member research
- Competitive review
- Brand strategy workshop
- Brand strategy development
- Brand identity development
- Messaging strategy by audience
- Collateral & publication redesign
- Launch plan