Reselect An Industry
Broadcast Entertainment
Energy Production
Enterprise Software
Financial Services
Food and Beverage
Healthcare
Hospitality
Insurance
Logistics
Not-for-Profit
Optical
Packaging
Real Estate
Recruitment
Retail
Staffing and Outsourcing
Telecommunications
Tourism
Trade Association
Travel Services
Reselect A Discipline
Advertising Campaigns
Brand Strategy/Planning
Direct Marketing
Direct Response CRM
Drive to Web
Interactive/Web
Internal Brand Campaigns
Marketing Collateral
Marketing Strategy/Planning
Marketing Systems
Media Strategy/Placement
Multicultural Campaigns
Public Relations
Viral Marketing Campaigns
The Federal Reserve Bank of Richmond is an organization that defies both corporate and public sector categorizations. It is a unique business structure with a unique service, and a unique communication need. Further, the larger public does not differentiate the 12 Federal Reserve banks by market; the work we developed for the Richmond Fed needed to address and incorporate national Fed perspectives. RightMinds was hired by the Richmond Fed to develop an employment brand, develop a comprehensive brand strategy and create print communications materials to carry the organization into the next decade.
In-depth research and analysis of current internal and external perceptions
Interviews and focus groups with HR staff, current and former employees, leaders in finance and education, and prospective employees
Development and testing of three unique brand architecture models and accompanying visuals
Development of a new brand identity, logo and tagline based on the selected brand architecture
Creation of a brand identity booklet describing the new platform to internal audience
The selected brand architecture, logo and tagline provide a strong foundation for future employment brand work
A new tagline, At Work for America's Economy, successfully communicates the Fed's mission to internal and external constituent
© RightMinds
sm
profile
results
news
contact
careers
home