After four years of self-generated success, In This Together Media (ITTM), a progressive media company focused on stories for children, teens, and young adults, was facing a brand identity crisis.

ITTM turned to Brandekko to revamp their brand strategy and identity to better gain attention in the $15 billion publishing market.

We started with stakeholder interviews, competitive audit, and audience research. Our findings revealed that the brand was confusing, that ITTM was seen as a traditional publisher rather than a media company representing all types of skin color, ethnicity, sexual orientation, economic status, and gender inclusiveness. The audit revealed that traditional publishers who were unable to reach these demographics came off as old-fashioned and passé, which posed a unique opportunity for the ITTM brand.

We created an authentic and compelling voice for the brand’s personality—“Inclusive diversity”—and carried its credible, confident, and caring tone consistently across touch points, including a new dynamic website. The logo mark is a bold, sophisticated, and universal symbol that represents the company’s values and simplified abstract ideas. It’s powerful without being overwhelming.

An image of the responsive site for In This Together Media

To complement the brand vision, we created a strategic visual architecture and social messaging that reinforces equity among characters and readers.

We carefully selected imagery that features real, diverse, interesting, natural people — like those featured in their books and films. To round out the brand, we developed messaging that is honest, casual, and conversational. The tone is smart and witty, but approachable and inclusive. Most of all, it carries well across media, channels, and campaigns.

To start a dialogue with ongoing impact, we created the #inthistogether awareness campaign to address relevant social issues where equality and diversity are lacking, and highlighting ITTM’s commitment to leading the charge for representation and equity for all.

The result: In This Together Media saw an immediate spike in engagement upon website launch with an 80% increase in unique, first time visitors and 40% higher visits on mobile. Their social channels got some major love from the #inthistogether campaign, with their audience, celebrities, and more sharing, liking, and commenting on the equity conversation. Lastly, they received increased brand awareness and attention from potential investors.

“Brandekko transformed our brand in a matter of weeks. From logo, to tagline, to investment deck, they did it fast, creatively and with a terrific sense of humor. The icing on top – they did it within budget. We’d sing Brandekko’s praises from every mountaintop!”

Saira RaoCo-Founder

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