MBDA

The Minority Business Development Agency is an arm of the U.S. Department of Commerce that promotes the growth and competitiveness of minority-owned businesses in the U.S.
Rebrand
Read case study

Before

Collateral

See creative

Challenges

  • Needed to realign the MBDA's brand under President Obama's objectives to expand the national economy and strengthen our global competitive advantage through the promotion of minority-owned businesses in the U.S. 
  • Had to reflect the look of a world-class agency, conveying a sense of importance, intelligence and global impact. 

Constraints

  • Had to avoid social welfare, justice or racial equality design connotations.
  • Could not look like—or be confused with—the U.S. Small Business Administration (SBA).
  • Must be red, white and blue.

Solution

  • Executed stakeholder analysis to identify distinguishing brand characteristics, positioning and messaging.
  • Drafted brand repositioning language and associated elevator pitch. 
  • Provided a creative brand/logo concept with a Brand Identity Style Guide for extension across MBDA Regional Offices throughout nation.
  • Designed and produced MBDA letterhead, business cards and print collateral materials reflecting new brand. 

Results

  • The MBDA launched a revitalized logo featuring an iconic treatment of the "M" for "Minority" stylized as a line graph in perpetual growth mode. All associated branding materials were effectively implemented at both national and regional levels.