- 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.
- 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.
- 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.
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.