Strategy and branding projects are some of our favorites. Especially when they are companies making significant steps to make the world a better place. Our client, Mana Pacific is a social impact company that develops, finances, and de-risks scalable island resiliency projects in Hawaii and the 22 Pacific Island Countries and Territories.
Sound simple, right?
Task
Mana Pacific came to us in need of a messaging strategy and a brand refresh. They have a very unique and complicated business model that is difficult to explain, and they needed assistance developing cohesive messaging while also determining a long-term communication strategy.
Goal
It was important that Mana Pacific’s commitment to and cultural awareness of the Pacific Islands was at the core of their messaging and brand. Mana throughout the Pacific is the life force within all living things and is grounded in the Hawaiian tradition of ahupua’a or “collective and equitable prosperity.”
It was important that this messaging resonated through their rebrand. The new logo needed to maintain the cultural significance of Polynesia and the history and vibrancy it represents.
Process
Our successful strategy and rebrand included the following:
- Strategy development
- Competitor research
- Brand attributes
- Brand tone and voice
- Elevator speech
- Positioning statement
- Audience personas
- Sample messaging
- Logo/Tagline Development
The significance of the original logo was very important to the client. Historically in Polynesian culture, sailors would use the birds or stars to navigate their ships. Mana Pacific, in its own way is a wayfinder and their brand needed to represent that.
Results
The result of this project is one of our favorite logos! We refreshed an outdated design to modernize the logo while still maintaining its cultural significance and adding the vibrancy of Polynesian culture.
Conclusion
Rebrands are a combination of your messaging, services/products, and your visual identity. If you want to learn more about what a rebrand is or isn’t check out our blog about common rebranding myths. If your brand needs to be brought back to life, reach out to us. We’d love to chat!
