An inside look at Cheltenham’s brand development process with The Chiron Project
THE CHALLENGE
The Chiron Project is social justice organization dedicated to social change. They approached Cheltenham with a quest to provide brand clarity and design a new website for their brand launch.
THE SOLUTION
To gain a better understanding of the brand’s vision, values, and audience, we guided The Chiron Project through Cheltenham’s brand development process.
Cheltenham’s Brand Growth Journey
Insight: Discovery Phase
The goal of the discovery phase is to observe the experience of interacting with your brand. We gain an understanding of your business objectives, empathize with your audience, and define the ideal brand experience.
The discovery phase consists of:
Conducting UX and marketing research, building user personas, and defining brand position
Establishing brand mission, vision, and values
Developing clear SEO-optimized messaging and positioning
Aligning or establishing an authentic brand identity
Exploration
As we define the brand experience, we explore brand identity, creating collaborative spaces in Milanote and Pinterest, and sharing music, videos, and other found sources of inspiration.
These collaborative mood boards help partnered designers better understand your brand’s aesthetic.
Clarity
We craft clear messaging and brand guidelines once we’ve gained a better understanding of a brand’s identity and its core values.
Elevate: Design + Development Phase
During the design phase, we partner with local creative studios like Maggie Humphries Design Co. to develop brand assets.
Primary Logos
Logo submarks
Custom brand patterns
Custom color palette
We use the new brand assets to design an easy-to-manage website and new marketing material.
Guidance: Content Strategy Phase
What’s your launch plan?
What does honest and consistent content look like for your brand?
How will you engage and grow your audience?
To improve the success of your brand communications we help craft a content marketing strategy designed to keep your audience engaged without burning you out.
Crafting The Chiron Project
Chiron is a renowned teacher from Greek mythology who mentored many of the greatest heroes. We designed the brand identity using the idea of empowering heroes as our north star. The various training and workshops provided by the Chiron project serve as the equipment for the everyday hero.
Mission: The Chiron Project fosters diverse and empowered spaces by equipping everyday heroes to lead social change.
Vision: A world where the maximum positive potential of every individual and community is realized.
Values:
Trust
Consciousness
Solidarity
Celebration
Inspiration
Logo Design
The logo was designed to play with the idea of an arrow hitting its mark while also reflecting a symbol of growth with its tree-like primary logo.
The Chiron Project - primary logo
The Chiron Project logo - submark
“The stress is non-existent. The clarity, and consequentially strategy, is a value that you won’t get with other graphic designers and content creators.”
