Blue was enlisted by the Alexandria Seaport Foundation (ASF) to cap off an intense season of transition with a full, literary brand refresh. It came in the form of a brand strategy that focused on uniting the vision and mission of the organization into a newly empowered array of brand attributes, emotional texture, positioning, messaging, brand architecture and a tagline.
ASF serves 16-22 year-olds who need a new start. We provide a safe haven where youth can learn career and life skills through one-on-one mentoring, personalized instruction, and project-based learning.
Blue.conducted a thorough discovery session with key stakeholders within the organization, including board members, program mentors, organizational staff, volunteers and participants that is all best distilled in the tagline “Futures. Handcrafted.”