Moving a Brand Forward by Honoring its Roots.

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The TeamMates Mentoring Program is founded by Dr. Tom Osborne and his wife, Nancy, to help match young people with an adult mentor. The program has grown to more than 135 chapters spanning the state of Nebraska and parts of Iowa. Upon reaching its 25th anniversary, TeamMates recognized a need to refresh its brand presence. Daake was challenged to enhance the brand by updating its visual presence without losing any existing brand equity. The overall look of the brand would stay intact, including its tagline, “Together We Transform Lives” however, creating opportunities for expansion and chapter-specific marketing were necessary.

The program’s rich history with athletics was a key consideration in creating a new brand for TeamMates. Not only did Dr. Osborne found the program; the first mentors comprised of members of the University of Nebraska-Lincoln football team. This direction also serves as a differentiator when compared to other mentoring organizations in the region. The positive and uplifting nature of the program was also considered, resulting in a tone and visual treatment that’s more approachable and appeals to a wider demographic.

Empowering each of the program’s more than 135 chapters, Daake created flexible and easy-to-implement templates for advertising, direct mail, and social media elements. The templates help support consistency in messaging and overall brand presence across all platforms.

To learn more about the TeamMates Mentoring Program, visit TeamMates.org.

And to see more of our branding work, click here.