Hello. We are the Fearless Thinkers. Founded in 2000 with a mission to help challenger brands impress the world. TWIST today is regarded as one of the top independent brand agencies between the coasts. TWIST produces integrated brand campaigns that help market challengers disrupt their market space.
We are fearless thinkers, we work with heart. Founded in 2000 with a mission to fight mediocrity, TWIST today is regarded as one of the top independent brand agencies between the coasts. TWIST produces integrated brand campaigns that help market challengers disrupt their market space. Our clients are ambitious and determined competitors who often have a superior offering in their category but have struggled to claim their rightful position with their customers because bigger brands are outspending and outmarketing them. That’s where the Fearless Thinkers do their best work. We have demonstrated many hundreds of times over the past two decades that outthinking flanks outspending. The work we do increases brand equity, sales and revenue by stimulating consumer buying triggers and customer appreciation of differentiation and value. At TWIST, our fearless philosophy dictates that we play to win. How about you?
The brand and design strategy team at TWIST is passionate about building lasting brands for educational institutions and proud to have helped to transform many public and private K-12 and higher education brands.
AGENCY SERVICES
CREATIVE
DIGITAL
MEDIA
TV
Web design and development
Media planning & buying
Mobile experiences
Outdoor & Digital Advertising
Email and Direct response marketing
National, regional and local placement
Product Company and Service Naming Copywriting Video production, Animation and Editing
Social media and content campaigns Metrics monitoring and analysis PUBLIC REL ATIONS
DESIGN
Logo & Identity Packaging & Collateral Art Direction
Media relations and outreach Social media management and content strategies
Search and campaign management and monitoring Content syndication STRATEGIC PL ANNING
Brand strategy Sales process and key messaging Brand led innovation Campaign management
UX & UI design
Reputation monitoring and management
Consumer behavior research and analysis
Signage
Nonprofit Advocacy
Persona development
Tradeshow and Retail Environment Exhibit Design
Focus group facilitation Quantitative and Qualitative research B2B sales & marketing strategies Account planning Metrics monitoring and reporting
CLIENTS: REPRESENTATIVE ACCOUNTS B2B
B2C
NONPROFIT
CLIENT REL ATIONSHIP Great Relationships. Great Work. No Surprises. At TWIST our work and relationships thrive on commitment and candor, two ideals that drive highly productive, adaptive and lasting relationships.
“TWIST was right on target with our entire project. They made sure they knew our audience and how to connect our vision to that audience. TWIST’s work has made a major impact on our enrollment and community outreach efforts. They are professional and very responsive. We are extremely happy.” – BRIA N BON T EMPO, SUPERIN T ENDEN T, AUBURN CA REER CEN T ER
The Work.
We know education.
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“TWIST understood our need to enhance our image and how that would impact future prospects for our district.” – Jeff Slavkovsky, Assistant Superintendent, Auburn Career Center
Strivers are not satisfied - they want something better. For decades, Auburn Career Center was thought of as a technical school for struggling students. In reality, everyone is drawn to Auburn to strive for something better for themselves. It was our goal to show the community, parents, students and businesses that Auburn is The School for Strivers. TWIST built a brand strategy, as well as communications plan, with tactics that improve brand awareness and increase local engagement. In order to overcome the “trade school stigma,” TWIST positioned Auburn as a lifestyle choice and became the leader and voice for that choice.
Scope of Services - Brand Strategy & Communications Plan - Identity Redesign - Print Advertising - Outdoor Advertising - Content Strategy - Social Media Strategy & Management - Website Design - Collateral Design - Signage and Wayfinding - Targeted Public Relations
Knowledge for the New Economy
Measurable Results
TWIST developed the institution’s brand positioning and a messaging platform that differentiates the institution and communicates its value. By focusing on the long-term benefits – Knowledge for the New Economy and Life-Esteem – parents, guidance counselors and the community are able to see the benefits of students attending Auburn Career Center.
- 50% increase in direct mail campaign response - Increase in program interest leading to development of 4 new programs
IDENTITY
WEBSITE
Mobile & Desktop
ADVERTISING & BILLBOARDS
DIRECT MAIL
STATIONERY & GUIDELINES
SIGNAGE & SOCIAL MEDIA CONTENT CAMPAIGNS
SOCIAL MEDIA CONTENT CAMPAIGNS
INSTAGRAM PROFILE
FACEBOOK & TWITTER PROFILE
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“We hired TWIST to deliver a highly functional and beautiful brand system which honors our legacy, preserves sacred icons, communicates to future generations and blasts us into the 21st century.” – Rev. William J. Murphy, S.J., President
We must secure the value and position of a “Men for Others” faith guided education and communicate its relevance to a future population of Cleveland’s increasingly non-Catholic transplant families. The leadership of St. Ignatius is guided by faith, wisdom and a bold, thoughtful outlook. This school, which was built by the hands of the blue collar tradesmen whose sons later filled its halls, still stands on the exact spot where they laid the first bricks in the early 1880s. The school is known for its strong community, most of the faculty are alumni and most of the students are sons of alumni.
The admissions question we must ask is “What if shifts in population disrupted our ‘sure thing’ pool of applicants?” The population of greater Cleveland is changing and the leading indicators are pointing to an enrollment challenge, not today but most likely in the coming decade. If St. Ignatius does not act proactively, it will find itself facing some hard choices. The canary in the coal mine is the parochial school network. Cleveland’s population is shifting, and the parochial schools are experiencing challenges. These schools never had to work to communicate their unique value before, today they do. St. Ignatius hired TWIST to solve tomorrow’s problem today.
Scope of Services •
Identity Family
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Brand Positioning & Key Messages
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Sales Process & Strategy
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Brand Architecture for Academics, Athletics & Service Ministries
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Environmental Graphics
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Campaign Concept & Design
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Mascot & Redesign of All Team Uniforms
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Spirit Wear Design
THE PROBLEM
Over the past 50 years, the Saint Ignatius brand had become fragmented, full of personal iterations and dozens of rogue identities.
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existing wildcat with “i”
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ACADEMIC REBRAND
SaiNt iGNatiuS rEBr aNd : acadEmic
primary LoGo marK
SEcoNdary LoGo marKS
SEAL
LoGo typEfacE : LyoN diSpLay
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&* WOLVES AT THE POT
hEadLiNE typEfacE : Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 7 STRIPES 1234567890 The field with seven stripes represents the seven Loyola !@#$%&* brothers, from the maternal
The two wolves eating at a cauldron refers to the prosperity and generosity of the Loyola family who, after feeding family, retainers and soldiers, had food enough to feed the animals
side of the family.
Body copy: adoBE GaramoNd
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*
AMDG AD MAJOREM DEI GLORIUM. "To the greater glory of God" — motto of the Society of Jesus. page 31
BRANDED HOUSE
BraNdEd houSE
coLor paLEttE
acadEmic WEaraBLES
PMS
PMS
PMS
PMS
2965
7405
200
423
BraNd GuidELiNES
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ATHLETIC REBRAND
ATHLETIC ADMINISTRATION
ON THE FIELD
ADDITIONAL SPIRIT ICONS
ATHLETIC TEAMS
OUTDOOR SIGNAGE
OUTDOOR SIGNAGE
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“The team did an outstanding job capturing the ethos of Hathaway Brown School in a variety of collateral applications and we regularly receive compliments about the crisp and approachable aesthetic. We greatly appreciated the experience of collaborating with this group of dynamic designers and artists to make our vision come to life in a beautifully engaging and unexpected way.” – Kathleen Osbourne, Chief Marketing and Communications Officer
She rises boldly to the challenges of her times.
Scope of Services
TWIST partnered with Hathaway Brown to create a first impression piece that projects the school’s differentiation, approach and personality to prospective parents and students. As one of the first touchpoints to the school, TWIST wanted to express the school’s culture and the experience that the Hathaway Brown girl walks away with, enticing the family to come in for their first visit and to tour the school.
- Brand Positioning & Key Messages
Historically modern. Hathaway Brown has a deep history that TWIST wanted to highlight through the brand key messaging developed, which also features the modern programs that truly set Hathaway Brown apart from other private schools in Northeast Ohio. The messaging has continued to be used in all Hathaway Brown materials, emcompassing the experience of the Hathaway Brown girl.
Love HB. TWIST also partnered with Hathaway Brown to develop a theme and identity for their upcoming capital campaign, related to campus improvements. The spirit of the alumni was the lead, as well as the culture of the school, in the messaging and development of “Love HB”. Hathaway Brown will be rolling out the new campaign identity and messaging in a variety of ways.
- Viewbook Content and Design Development - Capital Campaign Messaging and Identity
VIEWBOOK DESIGN & DEVELOPMENT
VIEWBOOK DESIGN & DEVELOPMENT
CAPITAL CAMPAIGN IDENTITY
CAPITAL CAMPAIGN PRINT MATERIALS
CAPITAL CAMPAIGN WEARABLES
CAPITAL CAMPAIGN OUT-OF-HOME ADVERTISING
“TWIST delivered three enrollment campaigns, media strategy and content platform. They captured our essence in a way that no one has and made it turnkey for us and our budget. It is already paying dividends.” – Rev. William J. Murphy, S.J., President
Should a private school serve the public good?
Scope of Services
We think so.
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Customer & Staff Research and Insights
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Authored Key Message Platform, Headlines, Taglines, Stories and Call to Action Platform to Improve Digital Engagement
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Planned, Budgeted and Executed Media Buy
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Designed Traditional and Digital Advertising Platforms
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On Campus Environmental Design
Cleveland Central Catholic is an anomaly among all of its peers. It's a Catholic School where Catholic students are a minority. It is a private school in an urban setting that is focused on low income families. At its core, Cleveland Central Catholic is just a great school that was not making it into the consideration set of many private school seekers or faith based school seekers. TWIST built a strategy, messaging and campaign that could change the conversation about the school from "it's for the disadvantaged" to "it's a viable alternative that is an amazing fit for learners of all income backgrounds."
A different type of prep school. What we did. TWIST turned the brand over. Where it was meek we made it proud. Where it was plain we made it pop and took the voice from "soft-spoken" to "outspoken." We engaged the students, faculty, alumni, leadership and families in our research to simply discover what the insider's take on differentiation was. The little things that made the school such a special place to experience high school. Also, we used our outspoken platform to declare those small special things that are often less tangible and hard to express. With an amazing photo session with students in hand the campaign delivers authentically, differently and very noticeably.
IRONMAN STRONG CAMPAIGN
IRONMAN STRONG CAMPAIGN
WE THINK SO CAMPAIGN
WE THINK SO CAMPAIGN
PREPARED CAMPAIGN
PREPARED CAMPAIGN
Prepared to Give Back. Marilyn, Alumni “Cleveland Central Catholic has prepared me for the difference I will make in people’s lives. It’s a different type of prep school.”
Tour Cleveland Central Catholic High School Private education for public good.
Thank You. For more information or to discuss next steps, please contact: Charlene A. Coughlin, Managing Director charlene@twistcreative.com