AED is a massive domestic and international development organization. Founded with a singular focus on education and a mission to make the world a better place, the mission broadened over time to include health, social and economic development.

To facilitate innovation, AED’s leadership strongly encouraged an entrepreneurial spirit.  But in so doing, allowed over 40 independent sub-brands, each with different names, standards and identities to emerge, diluting and the master brand beyond recognition.

To realign the messaging and enable all employees to speak in one voice, they partnered with RP3 to develop a unified, overarching brand strategy.

A brand steering committee was formed, and RP3 worked with the committee to conduct primary and secondary research, stakeholder interviews and a thorough competitive analysis. Research revealed a unifying mindset between AED employees, prospects, and partners. They viewed themselves as incredibly passionate, yet pragmatic about how they solve problems. And they take their roles in helping to solve the world’s inequities through their thinking very seriously. We expressed this mindset in the tagline “Ideas for good”, and developed refined logo treatments to match.

Marketing plan development is planned for the coming months, with creative launch to coincide with AED’s 50th anniversary.