Heurista is the biggest fan of a well constructed brand identity and welcomes the guidance offered by documented brand standards. Experience has shown, however, that many brand identity packages lack the nuance required to differentiate between the broadest public audience and other audiences who consider themselves “insiders” to the organization’s mission. This includes donors, key volunteers, and staff.

Communication with these audiences warrants slight differences that focus less on logo and more on the subtlety of the message. Often, different photography, graphic elements and language are required. Heurista is skilled at aligning new elements with the existing brand tools to successfully introduce new elements for the key audiences. More than once, the new elements are so thoroughly integrated that they soon show up in print and online, growing the brand tools available to the organization.