January Series – Brand Strategy Messaging

Nonprofit Client Project

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January Series – Brand Strategy Messaging
For nearly 40 years, the January Series has inspired and informed audiences from diverse backgrounds. This free, 10-day event features a lineup of brilliant speakers, captivating topics, and thought-provoking discussions. Prominent academics, educators, artists, activists, and other experts deliver engaging lectures on a range of timely issues. Attendees can participate in person at Calvin University in Grand Rapids, Michigan, or access the series online from anywhere in the world, both live and on-demand throughout the year.

Together with freelance copywriter Adam Barr, I guided the January Series in aligning their vision with cohesive brand messaging. Through in-depth stakeholder interviews, we distilled key insights to establish a solid foundation, shaping the brand’s tone and defining its voice. As we progressed, we posed additional thoughtful questions and refined messaging through an iterative approach, resulting in comprehensive guidelines. These guidelines will support the brand in navigating, cultivating, and communicating a unified voice across all touchpoints, fostering a coherent connection with audiences, communities, and potential attendees.

 

  • The January Series

  • + Brand Advisor
    + Brand Messaging
    + Copywriting
    + Design Direction
    + Qualitative Research
    + User Interviews

  • MKN Design Team:
    + Michael Nÿkamp, Design Director
    + Adam Barr, Copywriter

    January Series Stakeholders:
    + Michael Wwildschut, Director
    + Emily Dock, Assistant Director