Brighten Your Corner
Services We Provided: Branding from the Core®, Facilitated Strategic Planning Sessions, Logo, Visual Identity System, Brand Standards, Experiential Web Strategy and Design, Social Strategy and Training, Brand Videos, Ongoing Brand Management
The Ray C. Anderson Foundation is an international, not-for-profit organization that seeks to create a sustainable society through funding research and project-based initiatives in the sustainable manufacturing industry, specifically around the production and consumption of products.
When Ray C. Anderson, founder of Interface, Inc. and a pioneer in sustainable manufacturing, passed away, his family formed the Ray C. Anderson foundation in his honor and to continue the work Ray had begun. The family turned to idgroup to help them shape the Ray C. Anderson brand strategy and an integrated campaign to communicate the values and goals of the organization. Using our Branding from the Core process, the consulting team shaped the core strategy and story for the new foundation, while the creative team translated the ideas into a visual design, innovative website and rollout campaign.
After launching the Ray C. Anderson Foundation brand in the summer of 2012, idgroup began work on conceiving and creating a uniquely engaging video experience designed to encapsulate the story of Ray’s journey to sustainable manufacturing and his foundation’s raison d’etre.
Keep in mind, Ray’s story fills 2 books. We had to tell it in 5 minutes.
The video had to meet three goals: introduce live audiences to Ray and his vision for sustainable business and to live online as a stand-alone promotional tool connecting people and organizations to the Ray C. Anderson Foundation’s mission.
The third goal was the most daunting. This video would premier at the US Green Building Council’s 2013 Conference Leadership Awards. The audience would consist of the worlds most visionary sustainability leaders: Interface, BSAF, Intel Corp, and the like. The keynote speaker was former first lady, Senator Hillary Clinton.