Slides from a one-day workshop led by Patti Frey Benjamin at the School of Visual Concepts for the King County Hazardous Waste Program.

1. ESSENTIALS OF
BRAND STRATEGY
PATTI FREY BENJAMIN
DIRECTOR OF BRAND STRATEGY, PHINNEY BISCHOFF

2. HI. I’M PATTI.

3. I WORK HERE.

4. I PLAY HERE.

5. THIS PROVES
I KNOW BRANDING.

6. FINDING
CONNECTIONS

7. ‣ 10-10:30
‣ 10:30-11:15
‣ 11:15-12:30
‣ 12:30-1:15
‣ 1:15-1:45
‣ 1:45-2:30
‣ 2:30-3:30
‣ 3:30-4
7
TODAY’S SCHEDULE
Introductions
Branding & Brand Architecture
Brand Development Homework
Lunch Break
More Brand Development Homework
Creating Compelling Brands
Managing and Promoting Your Brand
Q&A & Evaluations

8. WHAT IS A BRAND?

14. A BRAND IS A SET OF
EXPECTATIONS AND
EMOTIONS..

15. ORGANIZATIONS
CREATE THEM, BUT
THEY LIVE IN THE
HEARTS AND MINDS OF
THEIR AUDIENCES.

17. ‣ Build affinity and loyalty
‣ Change behavior
‣ Enhance credibility and pave the way for new products,
services or programs
‣ Give you a competitive edge
‣ Create a sense of belonging, unity and shared purpose
17
IN SUMMARY, A STRONG BRAND CAN

18. YOU ASKED:
IF I “BRAND” MY
INTERNALLY FOCUSED
PROJECT WILL THAT
HELP IT SUCCEED?

19. YOU ASKED:
I’M WORKING ON A
CHANGE MANAGEMENT
PLAN FOR INTERNAL
CLIENTS. WILL A BRAND
HELP?

20. A FEW WORDS
ABOUT BRAND
ARCHITECTURE

21. ‣ The structure of brands within an organization — how your
brands are related/differentiated
‣ A way to help audiences understand/relate to your brands
‣ A decision-making tool
‣ A plan where business and branding intersect
21
WHAT IS BRAND ARCHITECTURE?

22. Master Brand
Master Brand Model
Umbrella Brand
Sub-brandSub-brand Sub-brand
Umbrella or Sub-Brand Brand
Model
Product
Brand
(PARENT BRAND)
Product
Brand
Product Brand Model
Product
Brand
Product
Brand
by PARENT BRAND
Product
Brand
Endorser Brand Model
Product
Brand

23. Key$Characteristic:
Individual)product)brands)are)offered)
to)the)core)audience,)with)the)parent)
brand)invisible,)in)the)background,)or)
known)only)to)secondary)audiences.)
Example:)P&G
Major$Advantage:
Ultimate)flexibility)and)ability)to)
enter)new)markets.
Major$Challenge:
Expensive)to)operate;)lack)of)clarity)
for)some)audiences.

24. Key$Characteristic:
A"single"monolithic"brand"or"branded"
house"that"utilizes"one"name"across"
all"activities"and"audiences.
Example:"GE
Major$Advantage:
Simple"and"potentially"easier"to"
manage"and"less"expensive"to"
operate.
Major$Challenge:
Potentially"inflexible"and"vulnerable"
to"overextension"and/or"distress"in"
one"activity"damaging"perceptions"of"
the"whole.

25. Key$Characteristic:
A"single"monolithic"brand"with"key"
strategic"sub6brands.
Example:"FedEx
Major$Advantage:
Adds"flexibility"to"the"mater"brand"
model.
Major$Challenge:
Requires"top6down"strategic"focus"to"
avoid"brand"proliferation;"more"
expensive"to"operate"than"pure"
master"brand.

26. Key$Characteristic:
Individual)product)brands)are)offered)
to)the)core)audience,)with)the)parent)
brand)serving)as)a)visible)endorser.
Example:)Kellogg’s
Major$Advantage:
Builds)more)equity)in)the)parent)brand)
than)the)pure)product)brand)model.
Major$Challenge:
Expensive)to)operate)and)vulnerable)
to)distress)in)one)product)damaging)
perceptions)of)other)endorsed)
products.

27. BRANDS NEED TO BE
NURTURED AND FED
TO SUCCEED

28. DON’T TRY TO SAVE
THE MARRIAGE BY
HAVING ANOTHER BABY

29. SOMETIMES IT’S
BETTER
NOT TO BRAND

30. APPLICATION:
WHAT IS LHWMP’S
CURRENT BRAND
ARCHITECTURE?

31. APPLICATION:
WHICH BRAND MODELS
COULD LEAD TO
SUCCESS?

32. Master Brand
Master Brand Model
Umbrella Brand
Sub-brandSub-brand Sub-brand
Umbrella or Sub-Brand Brand
Model
Product
Brand
(PARENT BRAND)
Product
Brand
Product Brand Model
Product
Brand
Product
Brand
by PARENT BRAND
Product
Brand
Endorser Brand Model
Product
Brand

33. BRAND
DEVELOPMENT
HOMEWORK

34. BRAND RESEARCH &
BRAND AUDITS

35. ‣ Historical data
‣ Business plans, strategic documents, research
‣ Collateral, website, marketing communications, signage
‣ Stakeholder interviews
‣ Employee surveys
‣ Audience/partners surveys
TRY TO ANSWER “WHY,” NOT “WHAT”

36. Tagline
- Building communities. Protecting the land.
Position
- Promotes healthy communities and cities in
Washington, while protecting the environment.
Personality/Tone
- Direct
- Confident
Design
- Online visual presence feels dated
- Content and navigation need prioritization
- Conflicting logos (website vs. social media)
Messaging
- Dense, copy heavy
- Solution-based success stories and CTAs
Key Takeaway
- Futurewise’s specific role in building communities
and protecting lands is unclear.
active on both

37. ‣ Inconsistencies in visual identity weaken brand
‣ No clear unifying message; difficult to understand what you
stand for and how you are different from others in your
space
‣ Lacking a clear why, what, how
‣ Why do you do it?
‣ What do you do?
‣ How do you do it?
‣ Unclear who the intended audiences are
‣ Confusion over primary mission, actions, and results
FUTUREWISE LOOKS LIKE A FRACTURED BRAND

38. AUDIENCES &
PERSONAS

39. ‣ Focus groups
‣ Peer groups, neighborhood input sessions
‣ 1-on-1 interviews
‣ Ethnographies, behavior diaries
‣ Surveys
‣ Social media
‣ On-site/marketplace observation
WHAT DO THEY CARE ABOUT/WANT/NEED?

40. BECU
TAGALONG PROSPECT
NON-MEMBER
ESL/NOVICE
MEMBER & KIDS
OLD SCHOOL
BANKER
REGULAR
VISITOR
ENGAGED
MEMBER
CORPORATE
PARTNER
BECU
EMPLOYEE
Tom
Puyallup, high school teacher, 34
years old, married, banks with
SECU
FINANCIAL PRODUCTS
SECU Checing & Savings, SECU
Auto Loan, REI Visa Card, DRS
Defined Contribution Retirement
Account
NEEDS / PAIN POINTS
Feeling welcomed
Entertainment
DEFINING QUOTE
“I thought I’d be bored out of mind
when Mike said he had to make a
stop, but this place is amazing. I’m
glad I tagged along.”
Robert
Renton, 27 years old, single, no
kids, works in Tukwila, moved
to Seattle from Los Angeles six
months ago, still banks with Chase
FINANCIAL PRODUCTS
Chase Checking & Savings
Federal Student Loans
NEEDS / PAIN POINTS
Convenience
Wayfinding
DEFINING QUOTE
“I come here to use the coin
machine on my lunch hour. It’s
convenient to where I work.”
Kim
Delridge, 37 years old, married,
2 children, works PT, BECU mem-
ber since she and her husband
moved to the area 1 year ago
FINANCIAL PRODUCTS
BECU Joint Checking & Savings
BECU Auto Loan
Bank of America Credit Card
NEEDS / PAIN POINTS
Assurance
Belonging
Clear visual cues
Financial guidance
DEFINING QUOTE
“I come here because I know how
to get here from my house. They’re
so nice and helpful. I often bring my
son, who helps me understand.”
Larry
Somerset, 71 years old, married,
3 grown children, retired from
Machinist job at Boeing, BECU
member since 1985
FINANCIAL PRODUCTS
BECU Checking & Savings,
BECU Mortgage, BECU Credit
Line, Chase Credit Card
NEEDS / PAIN POINTS
Respect
Human interaction
Tactile experiences (vs digital)
Convenience
DEFINING QUOTE
“I guess I’m old-fashioned. I like
dealing with real people and real
money.”
Zoey
Wallingford, 35 years old, married,
2 children, BECU member since
2009
FINANCIAL PRODUCTS
BECU Checking & Savings
Countrywide Home Loan
Wells Fargo Credit Card
NEEDS / PAIN POINTS
Belonging
Community
Social interaction
Business services
DEFINING QUOTE
“I like getting out of the office to
run errands. BECU is one of my
most enjoyable stops.”
Darren
West Seattle, used to work in
Tukwila (feels comfortable there)
62 years old, divorced, retired,
BECU member for 20 years
FINANCIAL PRODUCTS
BECU Checking & Savings, BECU
Mortgage, BECU Auto Loan, BECU
Credit Card, BECU Retirement Accounts
NEEDS / PAIN POINTS
Recognition
Personal relationship
Trust
Privacy
Financial guidance
DEFINING QUOTE
“I love BECU and I really trust Mike.
I’ve been a loyal member I appreci-
ate being treated that way.”
Jim
Green Lake, Corporate
Partnership Director at Alaska
Airlines, 45 years old, married,
2 children, ongoing professional
partnership with BECU
NEEDS / PAIN POINTS
Professionalism
Feeling welcomed
Partnership
Security
Wayfinding
DEFINING QUOTE
“BECU is great to do business
with. Their corporate values are a
great fit for us.”
Alicia
Bellevue, Business Banking
Marketing Manager, 42 years old,
married, employee since 2009
NEEDS / PAIN POINTS
Belonging
Pride
Motivation
Feeling equipped
DEFINING QUOTE
“I love working at BECU. I hope
this new headquarters reflects the
energy and sense of community I
experience with my teammates.”
Tom is in town for the day and
night, visiting his friend Mike, who
lives in Renton. They’re headed
into Seattle to meet up with some
college buddies. Mike lost his
debit card a couple of days ago
so Tom has agreed to tag-along
on this stop at the TFC so Mike
can get a replacement debit card.
Tom and Mike enter the building
together, but Tom elects to hang
out in the waiting area for 15
minutes while Mike leaves to meet
with a BECU consultant.
Robert works in the area and
comes to TFC every couple of
months to cash in the loose
change he dumps in a jar each
night. Robert isn’t a BECU
member, but he found the
Coinstar machine here online and
has been coming ever since. He
occasionally uses the ATM to get
cash before the weekend. His
checking & savings accounts are
with Chase because they had the
most branches in LA. Robert is
looking to buy a new car this year
and he noticed that BECU does
auto loans.
Kim is relatively new to the area
and, while she speaks enough to
get by, English is not her native
tongue. She moved to Delridge
with her husband and 2 children
last year and, because of her
shy nature, she often brings her
8-year-old son and 6-year-old
daughter with her on errands
after school to help with transla-
tion. Kim and her husband are
hoping to buy a home in a few
years. They are hard-workers and
scrupulous savers who appreciate
sound financial guidance.
Larry grew up in the area and
has been a member since he
started his job at Boeing. Larry
doesn’t like change and he is
uncomfortable with digital finan-
cial activities. He does most of his
banking at the TFC; it’s where he
came to cash his paycheck when
he was a Machinist in Renton
and he doesn’t see a reason to
do anything different. He hates
paying banking or financial fees
and that’s why he loves BECU.
That, and he enjoys talking with
Melissa, his favorite teller who
always makes him feel special.
A BECU member since the
financial downturn, Zoey is the
manager of a small café near
Southcenter. Zoey enjoys the
weekly trip to BECU she makes for
her office. It gives her the oppor-
tunity to get out of the office and
she enjoys talking with some of
the people she’s gotten to know
at BECU. She moved her checking
and savings to BECU during the
financial downturn because of the
experience she’d had through the
cafe. Zoey and her husband are
looking to remodel their home in
Wallingford and she would like
to learn more about Home Equity
lines of credit.
A long-time, loyal BECU member,
Darren recently retired from his
Marketing Analyst job at Boeing.
One of BECU’s higher net worth
members, Darren has a 401k account
and a HSA account that he recently
rolled over to BECU’s investment
services. His priority is ensuring he
is able to travel and enjoy this next
phase of life without running out
of money. Darren has developed a
strong relationship with Mike, his
BECU Financial Advisor. Mike helped
reallocate Darren’s investments to
better match his financial goals.
Darren enjoys the recognition he
receives when he visits the Tukwila
Financial Center.
Jim meets with his BECU clients
at their office about once a month.
He remembers when he first
started working with BECU, how
awkward it was to stand around
and wait for his BECU contact to
come meet him in the lobby and
escort him upstairs.
Alicia joined BECU 6 years ago.
They had been one of her clients
and she was impressed by the
values and sense of culture she
saw every time she met with them.
Now a member of the Business
Banking team, Alicia is excited
about the TFC remodel and hopes
the new building will reflect the
energy, creative thinking and
sense of community she sees.
Alicia does most of her personal
banking online, but she appreci-
ates having the retail branch on
the first floor and hopes they will
make this a true flagship location.
REASONS TO VISIT TFC
ATM
TELLER
MEETING A CONSULTANT
DOING BUSINESS
DRIVE UP
ATM
COIN MACHINE
ATM
TELLER
MEETING A CONSULTANT
DRIVE UP
TELLER
MEETING A CONSULTANT
DRIVE UP
ATM
TELLER
DRIVE UP
ATM
TELLER
VISITING A CONSULTANT
DOING BUSINESS
DRIVE UP
DOING BUSINESS DOING BUSINESS
TRANSACTIONAL ENGAGED

41. “The healthcare relationship
should be a collaborative one. I
take a holistic approach and my
best relationships are the long-
term ones. When I know a patient
really well, I’m better able to help
them with their healthcare issues.”
Annelies
Internal Medicine, Group Practice
Demographics
+ Average Age: 38
+ Age Range: 30 to 70
+ Median HHI: $185-300,000
+ Education: College, Medical Degree,
Internship, possible MBA
+ Employment Status/Position: In a group
practice or clinic
+ HH Living Arrangement: Married with chil
dren at home
+ Role in Others’ Health: Trusted advisor
Action Desired
+ Changes in Perceptions
+ Changes in Behavior
Key Touchpoints
+ OneHealthPort (likes ease/convenience of
accessing multiple insurance carriers with
a single sign-on) and insurance carriers’
provider portals to check benefits, billing
codes, medical necessity requirements.
+ Desktop computer or laptop to access
electronic medical records (EMR) for
patient data, schedules, information.
+ Uses tablet when seeing patients.
+ Uses smartphone throughout day (84%
of docs use phone at work to schedule,
record notes, search, make calls).
+ Increasing use of apps (diagnotic tools,
clinical reference, productivity and organi-
zation).
+ Relies on pager to stay in contact with col-
leagues and staff (85-90% of hospitals still
use pagers; new apps may change use).
What Simple & Easy
Means To Me
+ Insurance products and services that
reduce “digital paperwork,” save time or
steps for staff, or automate work flows feel
simple and easy.
+ Motivated by digital (i.e. mobile) tools that
improve the quality and coordination of
care and/or personal productivity.
+ Barriers to use are documentation require-
ments, extra steps, dense copy, anything
that feels too new, risky, or unproven.
+ It’s not always easy to find out if a patient
has the right medical coverage or if I’m
contracted with a specific health plan.
Insurance web sites are difficult to search.
If we have to call, wait times can be ridicu-
lous. Sometimes we just take a chance
and then have to write-off the cost of a
service or bill our patient. Why can’t it be
easier?
Attitudes About
Health & Insurance
+ Takes a more holistic and progressive view
of healthcare. Encourage patients to take
a proactive role in their health.
+ Frustrated by complexity of health insur-
ance. Different carriers, benefits plans are
difficult to understand and access.
+ Long hold times, paperwork associated
with prior-authorizations, complexity of
billing codes are common pain points.
+ I know health care is changing in ways that
will impact how I run my practice and man-
age my patients’ care. For my business
to stay viable, I will do everything I can to
optimize the way I manage my practice. I
am interested in technologies that improve
communication, the coordination of care
and the well-being of my patients.
Lifestyle & Values
+ Compassionate, patient, intelligent, pro-
gressive, hard-working.
+ Integrity, excellence, collaboration, perse-
verence are core values.
+ Inquisitive, loves a diagnostice challenge.
+ Down-to-earth
+ I want to make a real difference in my
patients’ lives. I stress preventive mea-
sures, like healthy lifestyle choices, to
minimize the number of serious health
issues we have to treat. I believe everyone
deserves my respect and compassion.
I sometimes struggle to balance the
demands of work with those of my per-
sonal life. The new burdens of “digital
paperwork” created by regulations, our
EMS, and patient emails have really
increased my work load.

42. YOU ASKED:
HOW DO I CREATE A
BRAND THAT’S
RELEVANT TO MULTIPLE
AUDIENCES?

43. LOOK FOR UNIVERSAL
TRUTHS.

45. PRIORITIZE. PRIORITIZE.

47. DON’T CONFUSE
BRANDING WITH
MARKETING &
COMMUNICATIONS.

48. APPLICATION:
WHO ARE LHWMP’S KEY
AUDIENCES?

49. LUNCH

50. MORE BRAND
DEVELOPMENT
HOMEWORK

51. COMPETITIVE &
COMPARATIVE AUDITS

52. ORGANIZATIONS REVIEWED

53. Tagline
- Creating Great Communities & Preserving
Great Lands
Position
- Conservation & community building
- Central Cascades/Olympics
Personality/Tone
- Approachable environmentalist
- Savvy, sophisticated
- Engaging
- Confident
- Direct
Design/Messaging
- Compelling photography
- Unifying design element (&/E)
- Compelling “ying/yang” approach
- Innovative conservation/community building
- Opportunities for engagement
Key Takeaway
- A successful, well-supported non-profit with a
clear purpose
active on Twitter

54. Tagline
- None
Position
- Statewide advocacy organization focused on
environmental issues and policy.
Personality/Tone
- Active, involved
- Earnest, deliberate
- Straightforward
Design/Messaging
- Environmental colors (brown/green/orange)
- Identity emphasizes environmental protection
- Dense (minimal photography/design)
- Driving positive change to solve Washington’s
most critical environmental problems
- Issues/Legislation/Engagement
Key Takeaway
- A serious non-profit that leverages partnerships
to support their environmental goals
current and engaging

55. Tagline
- Practical Solutions to Global Warming
Position
- Northwest clean energy nonprofit
Personality/Tone
- Optimistic, upbeat
- Innovative
- Kitschy
Design/Messaging
- Bright, fresh, solution-oriented
- Responsive web design, overly complex
navigation
- Stock photography and overly cute headlines
undermine credibility
- Accelerating practical/profitable solutions
to global warming
Key Takeaway
- A non-profit that is trying too hard to be
lighthearted about serious issues
current and engaging

56. active on Twitter
Tagline
- Making Neighborhoods Great Together
Position
- National smart growth resource and
advocacy organization
Personality/Tone
- Contemporary
- Professional, credible
- Aspirational, outcome-oriented
- Engaging, connected
Design
- Contemporary look & feel
- Descriptive name & tagline
- Strong identity
Messaging
- Copy dense, small type
- Making communities work for everyone
- Smart investments/common sense solutions
- Smart growth is good for everyone
Key Takeaway
- A national resource that’s focused and well-defined

57. very current, active
and engaging
Tagline
- Ideas and Action for a Better City
Position
- Promoting good planning and good government in SF
Personality/Tone
- Urban, sophisticated
- Contemporary
- Active
Design
- Clean, minimalist design
- Good use of photography to spark interest
- Non-responsive web design
- Use blogs, events to engage users
Messaging
- Bringing people together
- Concentrated growth/building great neighborhoods
Key Takeaway
- Similar to Futurewise with an urban focus; incorporates
research, planning, policy and advocacy

58. FINDING THE “WHITE SPACE”

59. AN OPPORTUNITY TO OWN BUILDING COMMUNITIES TO PRESERVE LAND
URBAN
FULL SERVICE/ MULTI
SECTOR
RURAL
SINGLE SERVICE/
SINGLE SECTOR

60. APPLICATION:
WHO ARE YOUR
COMPETITORS?

61. CREATING
COMPELLING
BRANDS

62. IT’S ABOUT FOCUS,
WHICH IS COUNTER-
INTUITIVE

63. RELEVANT
AUTHENTICUNIQUE
BRAND
ESSENCE

64. LIBERATION INSPIRATION SAFETY FAMILY MAGIC

65. AN ESSENCE IS ABOUT
AN EMOTIONAL BENEFIT

66. Strategic brand placement on the human motive wheel
Performance
& Power
Security
& Affiliation
Sensation
& Exploration
Adventure
Indulgence
Discipline
Strategic placement of car brands on the human motive wheel
Performance
& Power
Security
& Affiliation
Sensation
& Exploration
Adventure
Indulgence
Discipline

67. AN ESSENCE CAN BE
A SPRINGBOARD

68. CONTENT
LOGO
PRESS
PACKAGINGADVERTISING
EMAIL
APPS
PRODUCTS
SOCIAL MEDIASIGNAGE
COLLATERAL
OFFICE
SPACE
RETAIL
SPACE
CUSTOMER
SERVICE
WEBSITE
MOBILE
BRAND
ESSENCE

69. BRANDS DON’T JUST
HAPPEN, THEY’RE BUILT.
ONE EXPERIENCE
AT A TIME.

70. APPLICATION:
WHAT IS THE ESSENCE
OF LHWMP?

71. BRAND MANAGEMENT
& PROMOTION TOOLS

72. YOU ASKED:
HOW DO I TELL MY
BRAND’S STORY?

73. YOU ASKED:
HOW DO OTHER
GOVERNMENT
AGENCIES DEVELOP
BRANDS?

74. YOU ASKED:
ONCE I’VE DEVELOPED
A BRAND, HOW DO I
SUPPORT IT?

75. BRAND PLATFORMS
& STRATEGIES

76. ‣ The defining elements of our brand’s existence, guiding how
we deliver value at all points of human contact
‣ Everyone on the same page
‣ A springboard for the development of marketing and
communications plans and materials
76
WHAT IS A BRAND PLATFORM?

78. PUGET SOUND PARTNERSHIP: STRATEGIC PLATFORM
Brand Essence:
Mobilizing
Sound Action
Positioning Statement:
The Puget Sound Partnership brings together partners with broad-reaching interests to set focused goals and
mobilize sound action for the restoration and protection of Puget Sound.
Brand Manifesto:
Our mission is critical. Puget Sound feeds our families, our economy, our souls. But our national treasure is in
trouble. We are losing habitat to development. Pollutants threaten our enjoyment of wildlife and our food supply.
Our fishing and shellfish industries are in danger. Saving Puget Sound requires a collective effort.
The task is huge—much larger than one agency or organization can handle on its own—and success requires
clear direction and effective action. How will we do that? By setting achievable goals and a realistic action plan.
By catalyzing and coordinating efforts across agencies and regions. By asking our partners to do their part and
showing meaningful results. By holding everyone accountable—including ourselves.
There’s a reason we’re called a backbone organization. We have one. We’re Puget Sound Partnership and we’re
mobilizing sound action.
Attributes:
+ Collaborative, representative infrastructure
(Leadership Council, ECB, SP, Caucuses)
+ Single, prioritized action plan
+ Scientifically-based measurements (Vital Signs)
+ Evidence-based decision making
+ Bipartisan, legislatively mandated, Governor supported
Personality:
+ Focused
+ Confident
+ Relevant
+ Enduring
+ Credible
+ Engaging
That means we are:
+ Strategic and deliberate
+ Smart, competent, responsible
+ Realistic
+ Visionary and sustainable
+ Believable and assertive
+ Energetic, impassioned
But not necessarily:
+ Inflexible or dictatorial
+ Overly intellectual
+ Short-sighted, trendy
+ Generic
+ Bureaucratic
+ Overly involved, inefficient

79. BRAND
NARRATIVES

80. Our mission is critical. Puget Sound feeds our families, our economy, our
souls. But our national treasure is in trouble. We are losing habitat to
development. Pollutants threaten our enjoyment of wildlife and our food
supply. Our fishing and shellfish industries are in danger. Saving Puget
Sound requires a collective effort.
The task is huge — much larger than an one agency or organization can
handle on its own — and success requires clear direction and effective
action. How will we do that? Be creating achievable goals and a realistic
action plan. By catalyzing and coordinating efforts across agencies and
regions. By asking our partners to do their part and showing meaningful
results. By holding everyone accountable—including ourselves. There’s a
reason we’re called a backbone organization. We have one. We’re Puget
Sound Partnership and we’re mobilizing sound action.
80

81. MESSAGING
FRAMEWORKS

82. Messaging
Pillars
Puget Sound plays a vital
role in our region’s
quality of life.
Puget Sound is in trouble. PSP catalyzes and
coordinates partner action
around a common
agenda.
PSP sets priorities for
Sound recovery
investments.
PSP tracks progress to
optimize recovery.
Applied
Messages
Puget Sound is a unique
and special part of our
region. It plays a vital role
in our health, economy,
environment and quality of
life.
The Sound we love is in
trouble. We need to work
together or much of what
makes this place special—
the beauty, wildlife,
recreation and business
opportunities—will
disappear.
The good news is we can
preserve the enjoyment
Puget Sound brings if we
work together.
Puget Sound Partnership is
here to catalyze and
coordinate partner actions.
Because so many partners
are involved, we created a
common agenda to help
focus and guide efforts.
The Partnership’s common
agenda prioritizes projects
around strategic goals. This
helps align funding with the
most meaningful
preservation, restoration
and recovery projects.
We all want recovery. Puget
Sound Partnership tracks
progress so partners can
innovate, adapt and invest
in actions that ultimately
optimize recovery.
Proof Points The Puget Sound is one of
the most productive
habitats on earth. It
provides us with food, jobs
and enjoyment.
The robust economy,
natural beauty and
recreational opportunities
make this a highly
desirable place to live and
work.
Fishing accounts for 36K
full-time jobs, not including
jobs related to
maintenance and repairs.
Once a plentiful source of
fish and shellfish for
humans and wildlife, Puget
Sound is threatened.
One-fifth of shellfish beds
have been lost to pollution.
Two-thirds of Chinook
Salmon have died.
Half of our Orcas are now
gone due to salmon losses.
The region’s wetlands have
declined 73%.
36% of our major rivers fail
to meet water quality
standards.
26% of monitored beaches
are unsafe for swimming.
It’s a huge task and it
requires a collaborative
effort. (In 2007, cleanup
costs were estimated at $9
billion.)
PSP is a state agency
created in 2007 by the
Washington legislature to
orchestrate this complex
recovery initiative.
Over XX of partners are
involved in this collective
Puget Sound recovery,
restoration and
preservation effort.
PSP updates the Action
Agenda, a common action
plan used to help guide
and align partner efforts,
every 2 years.
PSP guides vision and
strategy for the collective
effort.
High priority projects that
address strategic goals are
identified in PSP’s action
plan (Action Agenda).
Funding is aligned with
those high priority projects.
We work to reduce
conflicts, redundancies and
inefficiencies that waste
time and money.
PSP’s collaborative
infrastructure ensures
partners have a voice in
funding priorities.
The Partnership identified
21 Vital Signs, or science-
based indicators, to help in
the tracking of Puget Sound
recovery efforts.
We work with PSEMP to
monitor partner restoration
activities, evaluate progress
and improve scientifically
based decision-making.
The Partnership recently
shared results of successful
programs that are data-
proven to work and
replicable by others.

83. Audience
Application
Puget Sound plays a vital
role in our region’s quality
of life.
Puget Sound is in trouble. PSP catalyzes and
coordinates partner action
around a common
agenda.
PSP sets priorities for
Sound recovery
investments.
PSP tracks progress to
optimize recovery.
Government
leaders (e.g.
city, council,
state policy
developers
and
influencers)
Puget Sound is a unique
and special part of our
region. It plays a vital role
in the environmental and
economic health of our
area and in the quality of
life that your constituents
value.
The Sound we love is in
trouble. We need to work
together or much of what
makes this place special
will disappear.
We need your support to
ensure policy and funding
decisions support this
collective effort. And we
need your constituents to
be aware of and
understand the far-reaching
effects of the problem.
You tasked us with
catalyzing and coordinating
partner actions around a
common agenda.
Partnering with us on policy
and funding decisions will
ensure this vital recovery
work has the resources
needed and the regulatory
support required for partner
compliance and collective
progress.
The Partnership’s common
agenda prioritizes projects
around strategic goals you
helped us formulate. We
need your continued
support in closing funding
gaps to ensure the most
meaningful preservation,
restoration and recovery
projects receive the
investment required to
ensure the ecological and
economic viability of our
region.
We all want recovery. By
tracking and reporting
recovery progress, The
Partnership helps you
better understand which
actions are most effective
here in our region and
where funding gaps exist.
Federal
agencies
(e.g. EPA)
Puget Sound is a unique
and special part of the
Northwest and the United
States. We need your help
in continuing to raise public
awareness of the vital role
Puget Sound plays in our
nation’s economy and
quality of life.
The Puget Sound is in
trouble. We need to work
together or much of what
makes this national
treasure special will
disappear.
Your federal funding plays
a critical role in this vital
recovery effort.
The Partnership is here to
help guide and coordinate
clean-up actions around a
common recovery agenda.
We want to work with you
to ensure federal programs
and funding align with
those of our local and
regional agencies.
The Partnership’s common
agenda prioritizes projects
around strategic goals and
we need your continued
funding support to make a
difference. By working
together, we ensure the
most meaningful projects
receive federal investment
to support the ecological
and economic viability of
our region.
We all want to know that
we’re making a difference.
By tracking and reporting
recovery progress, The
Partnership helps you
better understand which
federal programs are most
effective here in our region
and where additional
funding is needed.
State
Agencies
and Non-
Profits
Puget Sound is a unique
and special part of our
state. We need your help in
continuing to raise public
awareness of the vital role
Puget Sound plays in our
state’s economy and
quality of life.
Public awareness of Puget
Sound’s condition is still
low. By coordinating efforts
we can raise awareness,
understanding, and
involvement with our state’s
local organizations and
citizens.
The Partnership is here to
help guide and coordinate
clean-up actions around a
common recovery agenda.
We work with you to ensure
your efforts don’t duplicate
those of other partner
organizations.
The Partnership’s common
agenda prioritizes projects
around strategic goals. We
work with you to align
funding around the most
meaningful preservation,
restoration and recovery
projects and to leverage
grants from national
agencies.
We all want to know that
we’re making a difference.
By tracking and reporting
recovery progress, we help
you better understand
which actions are most
effective and where
localized innovation or
improvement is needed.

84. Business
leaders
Puget Sound is a unique
and special part of our
region. We need your help
in educating decision-
makers about the vital role
it plays in Washington’s
economy and quality of life.
The Puget Sound is in
trouble. We need to work
together or we’ll lose much
of what makes this an
attractive place for
business.
The Partnership is here to
help guide and coordinate
clean-up actions around a
common agenda. We want
to work with you to develop
business policies and
practices that support the
restoration of Puget Sound.
Businesses have had to
learn how to do more with
less. We’re doing the same
by setting priorities for the
most strategic recovery
investments. We need you
to invest in the equipment,
processes and practices
today that will help protect
all we have for tomorrow.
And, like you, we care
about results. The
Partnership continuously
tracks recovery progress to
better understand which
actions are most effective
and that ultimately optimize
recovery.
Tribal
leaders
Puget Sound is a unique
and special part of our
region. We know it’s an
important part of your
heritage and culture.
The Sound we love is in
trouble, but we need to
work together if we want to
preserve what is so vital to
all of us.
The Partnership is here to
guide and coordinate
clean-up actions around a
common agenda. We want
to work with you to restore
the Puget Sound
ecosystem and recover the
salmon and shellfish
populations we all value.
We will be successful only if
we listen to and collaborate
with each other.
By aligning recovery
investments with strategic
goals, we ensure that your
tribal priorities are
addressed in the common
action agenda. This helps
us work toward more
meaningful preservation,
restoration and recovery
projects.
We all want to restore our
salmon and shellfish
populations to healthier
numbers. Puget Sound
Partnership tracks progress
so we can work together to
evolve and adapt our
recovery work for optimal
results.
Science
leaders
Puget Sound is a unique
and special part of our
region. It provides rich
opportunities for scientific
research in the areas of
environmental and
ecosystem recovery.
The Sound we love is in
trouble but not everyone
understands or believes
that. We need your help in
quantifying the vital role
Puget Sound plays in our
quality of life.
The Partnership guides and
coordinates clean-up
actions around a common
agenda. Help us continue
to coordinate specific
science activities and
shared measurement
practices to ensure a
credible, nonbiased
approach to recovery.
The Partnership’s common
agenda prioritizes projects
around strategic goals.
Your scientific recovery
measurements help us
align funding with the most
meaningful preservation,
restoration and recovery
projects.
We all want recovery. Your
scientific data allows The
Partnership to track
progress and support
partners in innovating and
adopting the most effective
actions, ultimately
optimizing recovery.

85. TONE &
VOICE GUIDES

86. PSP’S VOICE
So that all of Puget Sound Partnership's communications have a recognizable tone and intention, we
have identified some guardrails for the work we create. Whenever we speak, we are:
Focused
That means we are strategic and deliberate…But not inflexible or dictatorial.
Confident
That means we are smart, competent and responsible... But not overly intellectual.
Relevant
That means we are realistic…But not short-sighted or trendy.
Enduring
That means we are visionary and sustainable…But not generic.
Credible
That means we are believable and assertive…But not bureaucratic.
Engaging
That means we are energetic and impassioned…But not overly involved, inefficient or without purpose.
86

87. VISUAL
LANGUAGE

89. PUGET SOUND PARTNERSHIP
VISUAL DEVELOPMENT
12.08.14
LOGO

90. LOREM IPSUM
DOLOR SIT
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Quisque dignissim magna quis
nisi laoreet, at pulvinar leo interdum. Integer
et mattis purus, a blandit sem. Pellentesque
accumsan justo erat. Cras dapibus tincidunt.
OPTIMIZING
RECOVERY OF
PUGET SOUND
OPTIMIZING
RECOVERY OF
PUGET SOUND
26%OF MONITORED BEACHES ARE
UNSAFE FOR SWIMMING
Charts and callouts
Poster/Brochure cover elements
Fact sheet
Primary color palette
Typography
326 EAST D STREET
TACOMA, WA 98421
P 360.464.1232
INFO@PSP.WA.GOV
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Fusce
commodo in mauris tincidunt
posuere. Vestibulum vitae libero
quam. Sed vestibulum phare-
tra nunc, at molestie quam. Sed
rutrum quam nec ipsum rhoncus
consectetur.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Nunc sit amet auctor lorem, et ef-
ficitur eros. Donec justo est, viver-
ra nec auctor nec, tempus non mi.
Nulla facilisi. Donec viverra dui
sit amet posuere condimentum.
Sed ultricies nisl id nibh facilisis
imperdiet. Vivamus iaculis ornare
diam in pretium. Nunc a turpis
est. Suspendisse lorem enim, mo-
lestie vel scelerisque eu, congue et
turpis. Nullam purus elit, laoreet
vitae augue sed, mollis ultrices dui
ipsum dolor sit.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Fusce iaculis varius tempus. Prae-
sent laoreet ligula quis imperdi-
et mollis. Aenean eu arcu justo.
Etiam lacinia, lectus quis finibus
vestibulum, massa orci commodo
est, maximus ultrices magna tellus
quis lectus. Vivamus vel eros nulla.
Donec hendrerit leo nisi, et vestib-
ulum eros malesuada vitae.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Cum sociis natoque penatibus et
magnis dis parturient montes, na-
scetur ridiculus mus. Vivamus eu
faucibus quam. Sed vitae tincidunt
neque. Suspendisse lacinia volut-
pat felis eu rhoncus. Curabitur
porttitor fermentum semper lorem
ipsum dolor.
Donec auctor quam at volutpat
facilisis. Duis tincidunt, ipsum a
imperdiet rhoncus, lacus mas-
sa semper nulla, id finibus lacus
metus nec enim. Donec eleifend,
enim quis hendrerit suscipit, nisl
dolor euismod metus, vel feugiat
tellus dolor in odio.
Class aptent taciti sociosqu ad lito-
ra torquent per conubia nostra, per
inceptos himenaeos. Cras fringilla
orci vitae volutpat sagittis. Morbi
vestibulum dictum accumsan.
Etiam lacinia, lectus quis
finibus vestibulum, massa orci
commodo est, maximus ul-
trices magna tellus quis lectus.
REDUCING RISK,
RESTORING RIVERS
Floodplains by Design
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Suspendisse cursus porta arcu at mollis. Mauris aliquet est
non elit interdum vulputate. Donec diam urna, sollicit
non congue non, volutpat in tortor. Donec et ligula a elit
condimentum hendrerit. Sed ac egestas nunc. In euim-
od ligula nec eros placerat tempor. Mauris eget libero et
lacus aliquam ornare a id felis.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Fusce
commodo in mauris tincidunt
posuere. Vestibulum vitae libero
quam. Sed vestibulum phare-
tra nunc, at molestie quam. Sed
rutrum quam nec ipsum rhoncus
consectetur.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Nunc sit amet auctor lorem, et ef-
ficitur eros. Donec justo est, viver-
ra nec auctor nec, tempus non mi.
Nulla facilisi. Donec viverra dui
sit amet posuere condimentum.
Sed ultricies nisl id nibh facilisis
imperdiet. Vivamus iaculis ornare
diam in pretium. Nunc a turpis
est. Suspendisse lorem enim, mo-
lestie vel scelerisque eu, congue et
turpis. Nullam purus elit, laoreet
vitae augue sed, mollis ultrices dui
ipsum dolor sit.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Fusce iaculis varius tempus. Prae-
sent laoreet ligula quis imperdi-
et mollis. Aenean eu arcu justo.
Etiam lacinia, lectus quis finibus
vestibulum, massa orci commodo
est, maximus ultrices magna tellus
quis lectus. Vivamus vel eros nulla.
Donec hendrerit leo nisi, et vestib-
ulum eros malesuada vitae.
LOREM IPSUM DOLOR SIT AMET,
CONSECTETUR ELIT.
Cum sociis natoque penatibus et
magnis dis parturient montes, na-
scetur ridiculus mus. Vivamus eu
faucibus quam. Sed vitae tincidunt
neque. Suspendisse lacinia volut-
pat felis eu rhoncus. Curabitur
porttitor fermentum semper lorem
ipsum dolor.
Donec auctor quam at volutpat
facilisis. Duis tincidunt, ipsum a
imperdiet rhoncus, lacus mas-
sa semper nulla, id finibus lacus
metus nec enim. Donec eleifend,
enim quis hendrerit suscipit, nisl
dolor euismod metus, vel feugiat
tellus dolor in odio.
Class aptent taciti sociosqu ad lito-
ra torquent per conubia nostra, per
inceptos himenaeos. Cras fringilla
orci vitae volutpat sagittis. Morbi
vestibulum dictum accumsan.
Etiam lacinia, lectus quis
finibus vestibulum, massa orci
commodo est, maximus ul-
trices magna tellus quis lectus.
PROVIDING OVERSIGHT
AND ACCOUNTABILITY FOR
THE PUGET SOUND REGION
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Suspendisse cursus porta arcu at mollis. Mauris aliquet est
non elit interdum vulputate. Donec diam urna, sollicit
non congue non, volutpat in tortor. Donec et ligula a elit
condimentum hendrerit. Sed ac egestas nunc. In euim-
od ligula nec eros placerat tempor. Mauris eget libero et
lacus aliquam ornare a id felis.
326 EAST D STREET
TACOMA, WA 98421
P 360.464.1232
INFO@PSP.WA.GOV
Secondary color palette
144C 143C 302C
173C 7759C 7713C 7500C

91. Show Puget Sound through the people and community who use and benefit from the Puget Sound.

92. BRAND
GUIDELINES

93. STRATEGIC PLATFORM &
VISUAL IDENTITY GUIDE
1.21.15
VERSION 1.0

94. TABLE OF CONTENTS
2
OUR BRAND
STRATEGIC PLATFORM 3
MESSAGING FRAMEWORK 5
OUR IDENTITY
LOGO 9
COLOR CONFIGURATIONS 10
COLOR BACKGROUNDS 11
SIZE AND PLACEMENT 12
INAPPROPRIATE USAGE 13
LOGO FILES 14
BRAND ELEMENTS
COLOR PALETTE 15
TYPOGRAPHY 16
SAMPLE APPLICATIONS 17
BROCHURE 18
PHOTOGRAPHY 19
TABLE OF CONTENTS
The Puget Sound Partnership’s strategic platform and visual identity
are a symbol of who we are and what we do. If used properly, it can
powerfully communicate our message, reinforce our position in the
marketplace and distinguish us from the competition. Improper use
can diminish its value and dilute our brand.
Like any organization asset, our strategic platform and visual identity
need to be protected. You can help by adhering to these guidelines to
ensure its consistent representation.
The following brand specifications are designed to ensure consistent
representation of PSP. Strict adherence is required. There may
be exceptions that justify slight departures from these guidelines.
For these and other questions regarding the guidelines, please
contact the PSP communications department at info@psp.wa.org
or 360.464.1232.
Please familiarize yourself with these standards and faithfully apply
them. Your cooperation will ensure that PSP maintains consistency
and integrity in all communications.

95. QUESTIONS?

96. YOU ASKED:
HOW DOES ONE
GENERATE USEFUL AND
RELEVANT IDEAS?

97. GENERATING
IDEAS

98. IDEAS COME FROM
MEANINGFUL
CONNECTIONS

99. IDEAS ARE INSPIRED BY
THE WORLD WE LIVE IN

100. 100
EXAMPLE:
BLOEDEL RESERVE

101. CREATING
CONNECTIONS
IN NATURE
BRAND ESSENCE

102. INSPIRATION 1:
NATURE’S
REFLECTIONS

104. 1A
104

105. INSPIRATION 2:
NATURE’S
MOVEMENT

107. 2A
107

108. INSPIRATION 3:
NATURE’S
PATHWAYS

112. 3A
112

113. INSPIRATION 4:
NATURE’S
STRENGTH

114. 114

116. 4A
116

117. INSPIRATION 5:
NATURE’S
WATERCOLOR

118. 118

119. 119

121. 121

122. 122

123. OTHER QUESTIONS?

124. HOW DID I DO?

125. THANK YOU

127. YOU ASKED:
HOW DO PROMOTIONS
WORK WITH AN
OVERARCHING BRAND?