CASE STUDY
MI-UCP
STRATEGY
In Michigan, there are 2.3 million people with disabilities. Together, they would create a city half the size of the Detroit metro area. Yet historically, these people have been largely ignored and forgotten. Not anymore.
We won a competitive bid opportunity to work with MI-UCP and rebrand their organization. Beginning with being a participant in their annual planning offsite and other board level meetings, which helped solidify our role as the brand’s SME. The graciousness of MI-UCP leadership has been a blessing. And we point to the quality of thinking we’ve brought to them as proof that like-mindedness is a predictor of success.
SOLUTION
With MI-UCP, we earned the right to be heard through our proprietary discovery process. We were open to what the secondary and primary research so clearly told us was the best plan to rebrand them, inside-out and outside-in.
The first insight was the range of people served by MI-UCP. Under the moniker of United Cerebral Palsy, that group only represents 4 percent of the population. However, the issue is, CP rarely manifests itself in isolation. Based on their experience, MI-UCP was actually serving the larger Michigan disability community of 16 percent.
Secondary research confirmed there were tremendous opportunities with a pan-disability brand positioning.
We coined the tagline, “Let’s close the disability divide”, to distill the idea that MI-UCP was a proactive member in producing change for the greater good.
To launch MI-UCP, we produced a full complement of creative materials, from the logo to a new website with a brand anthem video, and video stories of successful relationships, to highlight the four service pillars of the brand.