To shape a brand that would be both authentic and aspirational, we began by conducting market research. Through one-on-one interviews with GMS’s most important stakeholders, we captured the unique perspectives held by multiple audiences — including the “reasons to believe” for audiences as diverse as school leaders, strategic partners and multi-million-dollar funders. From there, we shaped unifying themes into a messaging platform that defined GMS’s singular purpose and set the direction for all future marketing and communications.
This process included identifying brand personality traits and tone-of-voice recommendations that would help GMS avoid potential pitfalls. Because GMS embraces a form of investment that is more common within the for-profit sector, for example, we specified that messaging should convey an entrepreneurial spirit while being careful to avoid corporate jargon.