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

Sustainable Research Group – Brand Identity

Client Project

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Sustainable Research Group – Brand Identity
Following a decade of expansion, SRG’s logo no longer aligned with the organization’s aspirations. Collaborating closely with the leadership I gathered key insights informing what the brand could be. Based on these insights, a fresh trajectory emerged—one aimed at broadening expertise, enlarging the customer base, and refining market focus. The bold new approach reflects an innovative impression of sustainability and boasts confidence, strength, and leadership. The rebrand extended to stationery brand standard guidelines.

 

  • Sustainable Research Group
    Sustainability and Environmental Consulting

  • + Brand Advisor
    + Concept Development
    + Creative Assets
    + Design Direction
    + Qualitative Research
    + Visual Identity

  • MKN Design Team:
    + Michael Nÿkamp, Design Director

    SRG Stakeholders:
    + William Stough, CEO