The WCJ Rebrand
Rebranding Results in Substantial Increase
in Email Open Rates & Website Traffic
Case Study by
POINT
TAKEN
The Challenge
Before the Rebrand
After the Rebrand
The Solution
Point Taken conducted interviews with a variety of Women’s Center stakeholders, including clients served, staff and board members, and the community at-large, to provide direction for the new brand. From there, Point Taken used the input to develop an entirely new brand identity for the Women’s Center of Jacksonville – now The WCJ – and presented the organization with new color palette, logo, website wireframes and photo options. With final decisions in place, Point Taken completely updated and refreshed the organization’s overall look, logo, website and collateral materials. Along with the rebrand, Point Taken developed new brand and voice guidelines to support a cohesive identity across all platforms.
The Result
Point Taken helped the WCJ launch the new brand internally and externally in early 2021. Internally, staff were engaged through an in-house event with a presentation from the executive director. External stakeholders were presented with the new brand during a virtual Champagne & Chocolates donor recognition event, which included a video produced by Point Taken, immediately followed by the launch of the website. Point Taken also supported the WCJ with additional rollout tactics, including media relations, email distributions and social media content. As a result, email open rates and website traffic increased substantially during the weeks following the rebrand launch, which was positively received by nearly all stakeholders.