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How New York Insight Meditation Center evolved its brand identity to convey a “more profound and holistic message”
BRAND RECIPE CASE STUDY
Introducing New York Insight Meditation Center (NYI) New York Insight Meditation Center is an urban center, based in midtown Manhattan, for the practice of mindful awareness, called Insight or Vipassana meditation. Everyone is welcome to begin or deepen meditation practice based on the teachings of the Buddha.
â–˛ old
logo
â–˛ old
postcard
C A S E S T U DY: N E W YO R K I N S I G H T M E D I TAT I O N C E N T E R
Branding Challenges What needed to change? Our client told us:
know it is time to re-brand because we “ We realize that our old logo of the circular hands and tagline ‘A peaceful refuge in the heart of the city’ do not resonate for us anymore as a full expression of what we have become—a diverse community dedicated to transformation.
“
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Brand Recipe: The Steps Taken Stone Soup’s proprietary process is an intensive one that identifies and strengthens an organization’s brand through a positioning strategy that effectively differentiates an organization, allowing the brand to move forward with confidence.
1. Decision-makers should be involved on the Branding Team 2. C haracter and personality of the brand is built from the organization's core values 3. P ositioning and direction of the brand is determined by character and personality 4. Mood of the brand is developed 5. Brand elements are designed 6. Brand messages are developed 7. Brand Guidelines are developed
B R A N D R EC I P E C A S E S T U DY N E W YO R K I N S I G H T M E D I TAT I O N C E N T E R
1. Brand Values 2. Personality step
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Brand Values Stone Soup worked together with NYI’s Branding Team to uncover truths about the organization that were already there, that we could all agree upon – including these Brand Values: who the organization is, on a core level.
Peaceful
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
Calm and conducive to reflection
Diverse An eclectic, multi-cultural group
Urban Mid-town Manhattan location
Welcoming A warm and supportive community
Transformational Through the teaching and the practice
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Brand Personality
NYI’s Brand Positioning
Brand Assets, Brand Attributes, and Tone
How the organization looks, feels, and sounds; it’s “dressing”. What you see outside is a manifestation of the culture inside.
4. Ideal Audience 5. Validation Research 6. Color Analysis
Warm Welcoming Authentic 8. Brand Guide 7. Internal Audit
Personal Connections
Diverse
Fulfilling Peaceful Instructive
Transformative Friendly Open Informal Supportive Urban Spiritual Ethical
Generosity
Happiness
Community Forgiving
B R A N D R EC I P E C A S E S T U DY N E W YO R K I N S I G H T M E D I TAT I O N C E N T E R
step
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Brand Tone Values and personality inform the tone for later Brand Elements.
Values
Personality
Tone
Peaceful Refuge
Reflective, Subdued
Quiet
Diversity
Eclectic, Variety
Colorful
Urban Setting
Contemporary, Hip
Bold
Welcoming Atmosphere
Friendly, Warm
Warm
Transforming Lives
Active, Powerful
Dynamic
n
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Mood Board Color chips, photography, icons and symbols provide a visual recollection – feelings evoked – of our branding discussions so far.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
B R A N D R EC I P E C A S E S T U DY N E W YO R K I N S I G H T M E D I TAT I O N C E N T E R
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Brand Positioning One unique element, something no one else can say, that will give the organization a competitive edge, it is used to set up a benefit for their audiences.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit
“New York Insight is the only
8. Brand Guide
urban Vipassana meditation center to welcome everyone of different cultures and backgrounds to begin or deepen their meditation practice.�
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Competitor Analysis Defining an organization’s position in the market requires looking at who else is occupying the space, and noting common themes, visuals, messages and claims (reasons to buy).
4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
t competitor
Shambhala
New York Open Center
Garrison Institute
Self-Realization Fellowship
New York Zen Center
Downtown New York Meditation Community
s competitor
logos
Dharma Punx
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Mission Statement/About
Audience
Comments from survey respondents
n/a
The Shambhala Buddhist path, unique in the world of Western Buddhism, combines the teachings of the Kagyu and Nyingma traditions of Tibetan Buddhism with the Shambhala principles of living an uplifted life, fully engaged with the world.
The Center is home to a vibrant, diverse community of members and friends who provide ongoing volunteer and financial support creating a warm, genuine basis for the realizing the full potential of our authentic wisdom traditions.
"has “small” rooms where anyone can drop in to meditate but they have full time staff (I think)". Tibetan tradition.
New York's Leading Center of Holistic Learning and World Culture
The Open Center is a nonprofit educational and cultural center offering programs intended to heal the body, nourish the soul and awaken the spirit. It aims to serve as a focal point for holistic thought and practice in the heart of New York City.
the Center's goal is to offer a meeting place where people of shared values develop community.
Inspired Thinking, Thoughtful Action
The Garrison Institute applies the transformative power of contemplation to today's pressing social and environmental concerns, helping build a more compassionate, resilient future.
rigorous, innovative, contemplative-based tools and approaches to help teachers, caregivers, human service providers, environmentalists and others on the front lines of social and environmental engagement
n/a
the society seeks to foster a spirit of greater understanding and goodwill among the diverse peoples and religions of our global family, and to help those of all cultures and nationalities to realize and express more fully in their lives the beauty, nobility, and divinity of the human spirit.
?
n/a
n/a
Designed as a lay center, the Temple is especially suited for those who are developing a meditation practice and studying Buddhism within the context of their lives at home, in the workplace, and within the bustle of city life. Newcomers are invited to attend...
n/a
provides an environment where individuals come together to practice and study the dhamma, the teachings of the Buddha. The community offers a refuge, a place to cultivate virtue, concentration and discernment within the context of contemporary urban life.
All who are interested are welcome to attend our programs and be part of the Downtown Meditation Community. DMC is dedicated to creating a space that welcomes all people regardless of cultural and religious background, race, socio-economic class, sexual orientation, gender identity, age, education, physical ability, or ability to pay.
The InterDependence Project (IDP) brings a secular and highly accessible approach to studying and practicing Buddhist meditation, psychology, and philosophy. IDP is committed to bridging the gap between personal development and collective engagement in our world, combining the principles of mindfulness and interdependence with activism, arts, and media.
The InterDependence Project is for people interested in exploring their minds on the meditation cushion and applying the insights, clarity, and wisdom developed by meditation techniques to a variety of applications in the world of arts, ecology, activism and community service.
A Zen temple in the heart of Manhattan
The Village Zendo is committed to authentically continuing the Zen tradition while keeping it contemporary and relevant to today’s world. We are located in lower Manhattan, offering a place of healing and sanctuary in the midst of one of the world’s busiest and most vital cities.
Participation is open to all.
"has daily sits and a continual flow of volunteers who manage these (something NYI could certainly achieve)"
n/a
Dharma Punx NYC is an open, Buddhist community in the Theravadan tradition. We meet weekly on the Lower East Side of New York City and in Greenpoint Brooklyn. Originally founded by Noah Levine, the classes are taught by Josh Korda. All are welcome, from beginners to experienced practitioners. All classes are offered without charge, supported by donation.
All are welcome, from beginners to experienced practitioners. All classes are offered without charge, supported by donation.
"also in the Theravadan/insight tradition"
Change your mind to The Interdependence Project change the world
The Village Zendo
analysis spreadsheet
Tagline
strengths (from survey)
"appealing to a younger, activist demographic, offering the Dharma as it appeals to everyday living, mainstream appeal" (note: this comment could have been intended for IMS, it was unclear)
weaknesses (from survey)
website
"My impression is that it is much more formal, less inviting"; "well developed progression of courses – a strength and a weakness (rigidity)."
http://ny.shambhala.org/
"offering the dharma as solitary and instant practice" (note: this comment could have been intended for IMS, it was unclear) http://www.opencenter.org/
http://www.garrisoninstitute.org/
"they do not have the variety and frequency of programs and events, but their meditation practice and room are more intense and conducive to deep meditation."
http://www.yogananda-srf.org/
http://www.mro.org/firelotus/
"also a Theravada–based insight meditation group, started by an NYI founder"
"What I like about it is its small size which allows you to know most of its members, the commitment of Peter and the members to each other and its strong sense of community." "no central location; quality of teaching"
http://www.dnymc.org/
http://theidproject.org/
http://villagezendo.org/
"the informality of the DharmaPunx sit felt welcoming and it felt easy to be anonymous, which I sometimes like"
"the sit was very crowded, the space was not as welcoming, and it did not feel as established"
http://www.dharmapunxnyc.com/
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Audience Personas An organization’s “imaginary friend” that represents the kind of person you want to communicate with in order to make marketing decisions that attract, inform, and engage.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit
Sarah
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Age: 42 Location: Brooklyn Heights Profession: College Professor Education: Highly Educated Hobbies: Choir, Running, Reading Personality: Warm, Generous W W W, S TO N E S O U P C R E AT I V E .CO M B R A N D I N G F O R N O N P RO F I T S
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Validation Research Assumptions up to this point need to be tested with stakeholders via surveys and interviews before going public with the new brand.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
s
excerpt of survey distributed to students at the center
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Color Analysis Discovering a color opportunity allows the brand to own their own color, another point of differentiation.
4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit
Shambhala New York Open Center Garrison Institute Self-Realization Fellowship New York Zen Center Downtown NY Meditation Center Interdependence Project Village Zendo Dharma Punx Tibet House Insight Meditation Society Rigpa Eckhart Tolle Buddhist Global Relief Gaia House
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Internal Audit The next step involves gathering all the uses of NYI’s existing brand visuals and logos. We want to discover what their attitude is to the existing brand visuals. We are looking for consistencies and inconsistencies. Being consistent with your brand is critical to its success.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
Paths of Practice BEGIN N IN G YOU R PRA C TICE See our “New to Practice?” beginners’ flyer for more detailed information. Sug gest ed Ac tivit ie s: • Attend the Beginners’ Sitting Group • Participate in a Beginners’ Workshop • Register for a 4-Week Beginners’ Course • Sign up for NYI’s email updates • Attend weekly sitting groups • Explore Introductory Readings • Begin a home practice You might have never meditated before but are curious about the practice and not sure where to start. NYI offers a variety of opportunities appropriate for beginning a practice. The monthly Monday Beginners’ Sitting Group and the weekend Beginners’ Workshops offer basic instructions while the FourWeek Beginner Course offers a more in-depth exploration of the teachings. Many sitting groups are appropriate for all levels and include a meditation period with some instruction, a talk and q&a period. R EADI NGS --A Path with Heart by Jack Kornfield --Mindfulness in Plain English by Henepola Gunaratana --Real Happiness: The Power of Meditation by Sharon Salzberg
Ready for a Mini-Retreat? Day/Weekend of Silence Monthly on Saturday and/or Sunday 10 am–5 pm (please see website calendar for dates). The retreat day/weekend is one of noble silence to support deepening and development of practice. It includes sitting, walking, and select inspirational readings for contemplation. Individual interviews are offered.
C ULT IVA T IN G YOU R PRA C TICE Sug gest ed Ac tivit ie s: • Continue a home practice • Register for a weekend program • Enroll in multi-week courses • Attend the monthly Day/Weekend of Silence • Become an NYI Member • Become an NYI Event Volunteer • Explore further readings • Consider a dedicated practice course • Consider a residential retreat Cultivating and maintaining a meditation practice on your own can be challenging. In Buddhism, Sangha (spiritual community) is considered one of the Three Jewels and an integral support to spiritual life. The relationship is interdependent, Sangha supports our individual practice and our practice enables us to engage in the world with an open heart and mind. Weekly groups, weekend programs and multi-week courses offer instruction and fellowship. NYI offers programming identified specifically for cultivating practice as well as a variety of sitting groups appropriate for all levels. Most weekends, NYI offers special programs with an illustrious array of local and visiting Buddhist teachers, scholars and monastics. These weekend events can often be attended as stand-alone daylongs or as weekend intensives. You may also consider a dedicated practice course (which may be as short as 6 months or as long as a year). At this stage, you are encouraged to participate in a residential retreat. The Insight Meditation Society and the Barre Center for Buddhist Studies in Barre, MA as well as Spirit Rock Meditation Center in California offer programs year round. You can register for a retreat at www.dharma.org or www.spiritrock.org. R EADI NGS --Seeking the Heart of Wisdom by Joseph Goldstein & Jack Kornfield --Lovingkindness by Sharon Salzberg --What the Buddha Taught, by Walpola Rahula --The Wise Heart by Jack Kornfield; --Insight Dialogue: The Interpersonal Path to Freedom by Gregory Kramer ---Compassion in Action: Setting Out on the Path of Service by Ram Dass and Mirabai Bush
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DE EP ENING Y O UR P RACTIC E Sug gest ed Ac tivitie s: • Deepen your daily practice • Attend the weekly Dedicated Practice Sangha • Enroll in multi-week courses • Explore sutta studies (study of Buddhist texts) • Register for a dedicated practice course • Register for a Residential Retreat • Engage in a service project or other compassionate action Having practiced for some time, the teachings become integral to your daily life and you begin to deepen your studies as well as your formal practice. The Dedicated Practice Sangha meets every Monday in the NYI small meditation room. The group is open to practitioners with intensive vipassana meditation experience, including silent retreats and Dharma study. NYI also offers courses that more deeply explore the teachings of the Buddha. At this stage, you might go on residential retreat at least once a year and engage in regular sutta studies to engage with primary sources. As your spiritual practice deepens, you are also encouraged to explore compassionate action as a way to embody the teachings outside formal practice and study. R EADI NGS -In the Buddha’s Words: An Anthology of Discourses from the Pali Canon, ed. Bhikkhu Bodhi --Satipatthana: The Direct Path to Realization by Analayo -Mindful Politics: A Buddhist Guide to Making the World a Better Place, ed. Melvin McLeod
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Logo Design (1) NYI needed a new logo, which would eventuallybe included in the Brand Guide. Internally, we worked on several preliminary designs...
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
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Logo Design (2) ...until we settled on three strong directions to present, hitting on several key concepts, each with a rationale for choice of color, typeface and graphics.
4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
▲c oncept
a
awakening buddha
▲c oncept
b
urban sanctuary
▲c oncept
c
mandal a flower
However, none of the logos seemed entirely appropriate yet. The branding team was drawn to Concept B, but felt the cityscape was too generic and the overall feel was too ‘lightweight’. They preferred the boldness of the type and rich, warm colors from Concept A. We were told: “The ideas behind these logos are in sync with our values and personality, but their execution is a little off...”
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Logo Design (3) ...so we kept refining with rounds of feedback from the branding team, until we had our final logo (and tagline).
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
â–˛
new logo and tagline
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Logo Design (4) Elements and concepts from the mood board were integrated from earlier in the process. • Color A palette of warm gold, orange, and deep red tones is evocative of the spice-color robes of Theravada monks in southeast Asia. • Type Prokyon is a humanist typeface – quirky, clean and modern in appearance.
3. Brand Positioning 4. Ideal Audience 5. Validation Research 6. Color Analysis 7. Internal Audit 8. Brand Guide
• Graphics A New York cityscape emerges from—and is elevated by—a lotus flower, a strong Buddhist symbol representing purity and enlightenment. The logo execution is bold, to emphasize the strength and commitment necessary to practicing meditation and following the teachings.
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Brand Guide
4. Ideal Audience
This manual provided the files, tools & guidance NYI needed to start producing their own polished, consistent marketing materials.
5. Validation Research 6. Color Analysis 7. Internal Audit
BRAND STANDARDS GUIDE Version 1.0 © New York Insight Meditation Center 2012 Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
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N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S
L O G O F O R S O C I A L M E D I A AVATA R U S A G E
N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E
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M E S SAG E S
Peaceful Refuge
New York Insight Meditation Center (NYI) provides a welcoming, peaceful refuge for all people who wish to begin or deepen their journey on the path of mindful awareness known as Insight Meditation. NYI offers a rich variety of programs based on the liberation teachings of the Buddha and rooted in the Therevada tradition. Through the guidance of our teachers and the support of community, NYI aspires to cultivate the qualities of mind and heart that lead to the complete integration of wisdom, compassion and true happiness in our lives, here and now.
Tagline Where Hearts & Minds Awaken
Assets Brand Assets are NYI’s unique, differentiating features. Taken together, they form a comprehensive portrait of NYI. They express the positioning you want to have relative to similar organizations and the key reasons why individuals and corporations would be attracted to NYI. These attributes and the boilerplate messages that accompany them are outward expressions of the brand and should be conveyed across all your communications to promote the organization. They will help your constituents understand NYI’s role in the community, its special perspective, and the need it fills in their lives. Followed consistently over time, NYI can enhance public perceptions to be aligned with these Brand Assets. The following are NYI’s five Brand Assets.
Facebook Profile Picture
This is a square version of the logo icon, without the text, for social media usage. On the NYI Facebook Page, your profile picture is the smaller image on the top of your timeline, to the lower left of your cover photo. Your profile picture appears as a thumbnail next to your comments and other activity around Facebook. 9
N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S
Mission
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Our center is calm and conducive to reflection
RECOMMENDED COLORS
Your profile picture must be at least 180 pixels wide. Because Facebook will automatically crop into the square, some clear space is needed around the icon - at least 20 pixels is recommended.
This is a place of tranquility. Here you can learn to live your life wisely, connect to your deepest values—and be mindful. Amidst our peaceful environment, you’ll achieve life transformation through meditation and the teachings of the Buddha. When you’re seeking an atmosphere of personal reflection, we have all the calm you need.
Commitment to Diversity Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group
Colors are one of the most important representations of a brand as they make an instant and emotional impact on the viewer.
Primary palette
Six specific colors have been approved to represent NYI’s identity
Our community is strengthened by its people. It’s diversity that makes our programs and offerings so and to help establish immediate brand recognition - three in vibrant and varied. a Primary palette, and three in a secondary palette. In order to
Urban Setting A Manhattan location
maintain the integrity of the brand, these eight colors must be used consistently across printing processes and digital display. To make this possible, the following chart has been established.
Unlike any other—New York City is a truly unique place. A place of exploration, possibility, and new bePantone Matching System (PMS) is used for printing in spot • ginnings. It’s accessible, open-minded and creative . We think we have a lot in common with the city we color when color accuracy is absolutely critical. The PMS call home. Our meditation center is strengthened by NYC’s culture, taste and diversity. number should also be used for reference in matching colors for non-traditional applications such signage, screenprinting, embroidery, etc.
Welcoming Atmosphere A warm, friendly and supportive community •
•
Hover your mouse over your current profile picture and click the Change Picture link that appears in the top right corner
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Select the Edit Thumbnail option
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Click on the image and move it around, then and save your changes
•
Learn more by following this link: https://www.facebook.com/ help/?faq=175123852542212#How-can-I-change-the-waymy-profile-picture-thumbnail-is-cropped?
YELLOW
ORANGE
RED
PMS: 130C
PMS: 144C
PMS: 201C
CMYK: 0/45/100/0
CMYK: 0/70/90/0
CMYK: 0/100/70/40
RGB: 249/157/28
RGB: 243/112/50
RGB: 158/3/42
HEX: f99d1c
HEX: f37032
HEX: 9e032a
AQUA
BEIGE
Secondary palette
CMYK (cyan, magenta, yellow, black, or 4-color) system is used for full color printing, also known as Process printing.
Open, friendly, and accepting, we love the transformative power of a welcoming community. Each day, we see the rewards our community brings to those who create and participate in it. you’ll find a RGB (red, green, blue) color system is meant specifically for • supportive, safe, non-judgmental environment where you can be yourself. screen display (ex, PowerPoint)
Transforming Lives Through the teaching and the practice
•
Hexadecimal is the web color system and is meant specifically for online use.
The teachings of the Buddha are central to the transformative nature of our center. And our caring teachers bring the teachings to life—by making them accessible and demonstrating them in a way that can be practiced in daily life. By experiencing the teachings, learning, and practicing in a supportive community – our members transform their lives.
160 pixels
Once your profile picture is uploaded, you can re-position it so it is centered in the square:
20 pixels 180 x 180 pixels
28 West 27th Street, 10th floor New York, NY 10001 212-213-4802 info@nyimc.org www.nyimc.org
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 GREEN PMS: 368C
PMS: 326C
PMS: 7530C
CMYK: 55/5/100/0
CMYK: 75/0/40/0
CMYK: 0/10/20/30
RGB: 130/186/65
RGB: 0/185/173
RGB: 189/172/154
HEX: 82ba41
HEX: 00b9ad
HEX: bdac9a
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
▲ t he
brand guide reiterates findings from the brand recipe process and provides guidance on writ ten
and visual brand elements .
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Building on the Benefits Soon after our branding project concluded, NYI began successfully applying their new visual identity and messaging to a series of communication materials, including an email newsletter campaign, website and Facebook page.
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Outcomes
“Our new logo blends the vibrancy of the city
with the beauty and grace of the lotus flower… and the tagline where hearts & minds awaken reflects a much more profound and holistic message about us now. Thank you for a beautiful brand identity. I always appreciate your process and its caring and careful qualities. Very much like mindfulness. — s ebene
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sel assie , executive director , new york insight
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