Case Study: Research Valley Partnership

The Research Valley Partnership, representing the Bryan-College Station-Texas A&M region of Texas, engaged Avalanche in April 2013 to develop a brand reflective of their ImpactLife ethos, which prioritizes initiatives that bring both economic and social impact to the region and the world, impacting life for the greater good. With the region’s success in biotech, life sciences, and advanced manufacturing as well as its strength in R&D and strong collaborative relationship with Texas A&M University, it was clear that all the activities in the region impacted lives on a global scale.

To begin, Avalanche worked with the Partnership to develop the region’s personality traits and brand themes around “ImpactLife.” Personifying ImpactLife helped to crystalize the ethos and provide a construct for crafting stories, content, and design elements. ImpactLife in human form has a personality and emotions that reflect the ideals of the region and strongly resonates with others.

Next, Avalanche crafted marketing materials that consistently reflected this brand identity, including a storytelling campaign that captured real people and initiatives in Research Valley that embody the ImpactLife ethos. Avalanche worked with a local design firm, The Bright Agency, to create the logo, fonts, color palette, and other design elements that represent ImpactLIfe. A Brand Guidebook with design guidelines, personality traits, descriptors, target audiences, sample storyboards, a sample marketing channel plan, and a sample social media plan was provided to ensure consistency in communicating the ImpactLife brand.

Since the launch of ImpactLife in May 2013, Avalanche Consulting was retained by the Partnership as marketing and branding advisors and as content developers for the ImpactLife campaign. A website has been dedicated to showcasing ImpactLife stories.

DISCIPLINES

Marketing & Branding Strategy
Communications Campaign

CONTACT

Noelle Salerno
(954) 829-1528
noelle@avalancheconsulting.com