Birk Creative Continues to Design Visual Identity and Build Impact With New Benefit Corporation Status
FOR IMMEDIATE RELEASE - July 9, 2021 (Chicago, IL)
As a benefit corporation designing strategies and systems to help brands adapt to their ever-evolving markets, developing our clients’ visual identity is foundational to Birk Creative’s work.
Visual identity is how your brand appears visually and graphically in the world.
It’s how you shape audience impressions and perceptions of your brand through visual language to create resonance and recognition. Images are a tremendously powerful form of communication and visual identity is a highly persuasive marketing tool, but its impact makes it even more important to articulate your brand values with the right message. At Birk Creative, we stand by our mission to deliver results for your brand, and defining your visual identity is a key part of that.
Birk Creative employed its impact-driven strategy in our partnership with Advocate Healthcare. As Illinois’s largest healthcare provider, Advocate hired Birk Creative to develop a visual identity for its COVID public awareness campaign, targeting historically ignored communities to instill trust in the healthcare system and provide support in unprecedented times. Meeting the cultural complexities of the audience required a strong campaign foundation; we had to create confidence through finding common ground. Expanding our slogan “We Got You” or “Estamos Contigo” in Spanish, we developed a visual identity designing fresh Black and Brown neighborhood memojis to close the communication gap with a universally translatable visual language across billboards, digital ads, printed collateral and social media. To resonate with nearly 2 million Chicago-area residents, execution and flexibility were crucial. We developed messaging in real time, pivoting from early COVID myths and contagion questions to a “Mask Up” campaign and a large-scale vaccination adoption campaign which transformed to “Go Get Yours.” Beyond its marketing success, the power of the project’s visual identity and media campaign was a partner in saving lives as Illinois residents hit 70 percent full vaccination as of June 30, 2021. As Advocate’s CMO Kelly Jo Golson attests, “During this public health crisis, spreading truth and trust keeps people calm, and even saves lives. We couldn’t have done that nearly as effectively without Birk Creative’s partnership.” Projects like this bring together everything we love about our work: an important purpose; a sense of community; and a chance to use our full arsenal of tools and talents.
When the CPASS Foundation tapped Birk Creative as its foundational branding partner, we helped the educational organization develop its web interface, digital platform and social media from scratch. CPASS provides underrepresented students access and advocacy to professional industry mentors and other STEM-related resources to thrive. To raise visibility for such an impactful youth-centric program, we needed to develop a visual identity that was as inspiring as it was informative.
We created a branding system from the visual identity and implemented it across multiple materials and channels:
a STEM/STEAM careers infographic to help kids visualize unique career pathways;
a custom keyword searchable database of regional STEM programming;
a Birk Creative-written and -published e-book to help med-school students navigate their first year;
social media assets for LinkedIn, Instagram, Facebook, Twitter and YouTube.
The CPASS Foundation now has a vibrant platform and user-friendly resources for the marginalized STEM leaders of tomorrow. One significant result of the visibility and positive public reception of branding applications we developed was the recent acquisition of the Rush University Mini-Medical School now named CPASS Mini-Medical School at Rush University. CPASS Foundation continues to generate significant engagement through social media, radio and the press. Our firm was also able to tap our significant network to secure Dr. Michael Eric Dyson for our client to lead a public discussion on “Where Are All The Black Male Doctors?” hosted by CPASS Foundation and Dr. Eric Whitaker.
From graphics and typography to logo suites and media collateral, we design our client’s visual identity through a comprehensive and collaborative approach to best reflect the essence of the company’s values.
Contact JinJa Birkenbeuel at hello@birkcreative.com when you need a full-service creative agency to design your next visual identity and brand strategy.
---
JinJa Birkenbeuel is an award-winning brand strategist and designer, writer, podcaster, creative, professional speaker and entrepreneur. Featured in Fast Company, Forbes and Campaign USA, she is the CEO of Birk Creative and a digital coach and trainer for thought leaders, entrepreneurs and small business owners. She loves sharing what she knows with non-celebrity business owners and leaders by engaging in vibrant conversations on her podcast platform The Honest Field Guide™. Listen on your favorite podcast platform like Apple, Spotify or Google.
About Birk Creative
Birk Creative works with businesses as a plug-and-play brand strategy team or as a complement to existing creative and marketing capabilities. We deliver wraparound services across all advertising and marketing activities: visual identity, branding, brand messaging, custom content creation, podcast/video/radio production, social media marketing, employee thought leadership training and development, and digital advertising.
We are a Google product expert, a Grow with Google Certified Partner and are Google Ads Certified.
Stay in touch with us. We'd love to hear from you. Sign up for our mailing list here.
Subscribe to our podcast, The Honest Field Guide https://podcasts.apple.com/us/podcast/the-honest-field-guide/id1406059045