Initially the Shrine sought a proposal on an integrated approach to communications and opportunities for audience engagement, online and offline. The objective was to enhance brand positioning and clearly articulate what the Shrine brand is, and what it stands for—then position messaging to engage its audience and build deep personal connections.
We sought to explore the imperatives of the brand refresh. To inspire. To question what exists, evaluate what works, what doesn’t, what’s useful, usable, engaging and what could be more so. The brand needed to be evolved to reflect a deeper understanding of community perceptions and needs. To be more relevant, more memorable, more engaging, more accessible to a diverse audience and more contemporary.
Importantly the key stakeholders were engaged in the process to ensure a clear vision and unified understanding of the importance and benefits of the change, which was ultimately embraced. The new brand consolidates the Shrine’s brand essence drawing from the iconic form and features, continues a proud history and embraces the beloved landmark’s shorthand name.