In the discovery process it was clear AUTM had a strong community of professionals, it empowered members to pursue a difficult career that has no academic discipline, and it prided itself in knowing the resources provided to its members were recognized for being incredibly useful to professionals’ careers.
AUTM had its brand foundation built, but it lacked impact and an influence on its audience, and it wasn’t meeting members’ needs. AUTM wasn’t able to translate in simple terms what its members do and how it benefits the public. While AUTM members are rich in dynamic energy, the association didn’t have strong character. AUTM lacked a narrative on what it was and why the organization mattered.
To develop AUTM’s dynamic character, AUTM sought out Bates Creative to revamp its brand and lead them to have its new identity come to life across channels, including a redesigned website experience.