CLIENT : RETRO FITNESS
Economic freedom for all.
Branding / Social Impact
The Challenge
ICA had the track record and the data to back it up. The challenge was telling that story in a clear and consistent way to differentiate themselves from a crowded competitive landscape. How could we create a strategic communications plan that would act as a catalyst for their growth?
The Work
We began the process with intake sessions and stakeholder interviews, working side-by-side with the strategic planning firm, Next Street. Those learnings gave us a baseline for the current brand platform, perception of the brand, and served as a starting point for our research and competitive analysis.
As the growth strategy took shape, we conducted a brand workshop with the ICA team to gain deeper insights into the culture, their values, and aspirations for the brand. Over the course of several weeks, we worked collaboratively with ICA’s leadership to synthesize our findings and creative thinking into a new communications framework. This new brand definition was built on a bold vision and mission, with clear values, business pillars, audience profiles, and value propositions.
Vision
Economic freedom for all.
Mission
We invest in high potential businesses to create economic freedom for those who need it most.
The Impact
Though we can’t take credit for ICA’s hard work and impact, we’re proud to support their efforts by helping to sharpen their message and position the organization for growth. And 2018 turned out to be their strongest financial year on record.
500 Businesses
ICA has served over 500 businesses since its founding.
$1B Local Wealth
Over $1B in local wealth generated over the last twelve years.
1,200
Jobs
In 2018 alone, ICA created over 1,200 jobs and $13M in wages.