OVERVIEW
Think Ability
With a $9M Workforce Innovation Grant in 2023, the Down Syndrome Association of Wisconsin (DSAW) had an unprecedented opportunity to make a difference in the lives of people with intellectual or developmental disabilities throughout the state of Wisconsin— helping to change perceptions and start to remove the barriers to meaningful employment.
The challenge
We engaged with the DSAW team to build a brand and campaign strategy for a new multi-agency program called Think Ability Wisconsin. Brand development happened as the program itself was still being developed, and we launched the 22-month statewide awareness campaign in January 2024. We knew we needed a deep understanding of our audiences and their emotional drivers and needs to develop a powerful brand that could live for a long time.
Research and Discovery
We started research with the DSAW team by interviewing many of their partner organizations. From there, discovery surveys + focus groups helped us understand the pain points and motivations of five diverse personas. Surveys helped us understand barriers to employment, the daily routines and challenges of employment, potential resources that would break down barriers, and the unique ongoing support needs of each group. Focus groups helped us identify the most resonant messaging for each persona, and determine the best channels for communication.
A brand that resonates with multiple audiences
Following completion of research and discovery, we developed the Think Ability Wisconsin brand from the ground up—brand positioning and messaging, visual identity, brand and collateral asset development, and a comprehensive brand guide to help DSAW and the Think Ability WI partner organizations execute the brand in a concise and meaningful way.
