Economic Impact

Koru | Choosing grit over grades

Choosing grit over grades

Koru offers a new way for tech companies to hire and develop the right early career talent

CHALLENGE

Koru began as an immersive, in-person business-training program for recent college grads, guided by a new paradigm for what it takes to succeed in today's job market. When Koru first approached Blue Marble in late 2014, the company was preparing to build an online component to reach a greater number of job-seekers and provide additional value to employers. Blue Marble participated in design of this new, tech-based offering at various points from early concept through development.

INSIGHT

As experts in job success for some of the world's top companies, Koru's leadership team holds themselves and others to a high standard. This team really understands the design process and is constantly looking to innovate, so no idea is too precious to be challenged and the customer's need is held in the highest regard. Every aspect of every project was a collaboration with many other bright and talented people. During our first engagement, Koru's leadership described their vision and we worked together to assemble their ideas into early prototypes and mockups which were used for fundraising and customer research. When a team was assembled to develop this new element of the business into a full-scale online application, Blue Marble worked with Koru's core team to support design for the consumer-facing application and to develop companion offerings to employers and colleges. We also helped to design an administrative interface for Koru staff to manage the day-to-day operation of the system.

RESULTS

Koru is transforming the way companies screen, hire, and develop early-career millennial talent through their data-driven talent analytics solution. They work with Fortune 500 brands and high-growth companies across dozens of industries to find and develop the right fit talent to meet their needs.

While much of Blue Marble's work with Koru was proprietary and confidential, you can see below a few examples of the types of projects we were engaged with.


 In early stages, Blue Marble met with Koru to gather notes and sketches, then developed mockups to represent Koru's vision for the product for both employers and job-seekers. These were sufficiently detailed to facilitate conversation with prospective funders and to raise questions for customer research, allowing the product idea to develop and evolve to meet market needs.

In early stages, Blue Marble met with Koru to gather notes and sketches, then developed mockups to represent Koru's vision for the product for both employers and job-seekers. These were sufficiently detailed to facilitate conversation with prospective funders and to raise questions for customer research, allowing the product idea to develop and evolve to meet market needs.


 Customer journey maps for both job-seekers and employers: internal documents like these are helpful to encourage focus and clear understanding of customer needs. Koru provided customer research, BMC handled visual design/layout.

Customer journey maps for both job-seekers and employers: internal documents like these are helpful to encourage focus and clear understanding of customer needs. Koru provided customer research, BMC handled visual design/layout.

 


 Administrative portal screen: how an employee of Koru would evaluate and give feedback on a video submitted by an applicant. We designed dozens of screens to be used as part of the day-to-day operations of Koru.

Administrative portal screen: how an employee of Koru would evaluate and give feedback on a video submitted by an applicant. We designed dozens of screens to be used as part of the day-to-day operations of Koru.


CLIENT

Koru Careers, Inc.

SERVICES

(UX/UI) User experience and user interface design

Print and digital publication

FOCUS

Economic Impact


The World Bank | An innovative travel visa

An innovative travel visa

Promoting seamless travel between South African countries

CHALLENGE

With the goal of increasing trade in tourism services and easing the movement of travelers across their borders, partner countries of the Kavango Zambezi Transfrontier Conservation Area (KAZA) were in the process of transitioning their individual visa programs into a single unified visa system called KAZA VISA. This was to be the prototype for a wider unified visa program among the partner countries of the Southern African Development Community. As part of an awareness campaign that was launching at the United Nations World Tourism Organization 2013 Assembly, The World Bank hired Blue Marble to develop a brand identity and communication materials that would garner support and leverage growing enthusiasm for the KAZA VISA program.

INSIGHTS

The primary draw for most of the KAZA partner countries is their abundant and unique flora and fauna. As such we focused on how to use wildlife as a central theme and also convey the idea of borderless travel. We settled on a white bird in flight as the graphic for the primary logo. In certain formats, this logo was expanded to include an illustrated depiction of the Victoria Falls Bridge connecting Zambia and Zimbabwe which, with Zambia and Zimbabwe as the two pilot countries for the KAZA VISA, was symbolic of their close partnership.

We created a small booklet to provide detailed information about the KAZA VISA program as well as profile the KAZA partner countries. As KAZA VISA is ultimately a promotion for travel within and among the KAZA partner countries, we formatted the booklet to have a similar feel as a passport. It was important to incorporate beautiful imagery of landscape and wildlife and although the KAZA team lacked access to high quality photos, we were able to secure many compelling images from our own image library. We also designed business stationery, a rack card and large stand-up banner for The World Bank and KAZA teams for use at various events and for branded correspondence with current and prospective program participants and backers.

RESULTS

Bringing the KAZA VISA concept to life

The brand identity enabled The World Bank and KAZA teams to more successfully educate and generate support for the program. The communication materials have helped to encourage regional collaboration between KAZA partner countries and in particular to build awareness of Zimbabwe and Zambia as competitive international tourism destinations for cross-border tourism activities.

KAZA-VISA-close-up.jpg
 

CLIENT

The World Bank

SERVICES

Brand and message development

Print and digital publication

FOCUS

Economic Impact


The World Bank | A plan for transformation through tourism

A plan for transformation through tourism

Harnessing tourism for growth and improved livelihood

CHALLENGE

After two years of intensive research and data compilation, the World Bank’s Africa Region Finance and Private Sector Development Unit had devised a strategy for tourism development in Sub-Sahara Africa in an effort to: formalize its involvement in tourism in Africa, create a framework for future interventions, and prioritize tourism-related activities. To garner support and funding from the World Bank’s key internal and external stakeholders, the research team needed to succinctly explain their findings and recommendations in a format easily accessible to The World Bank’s Africa-based staff and partners. 

INSIGHT

Through a series of work sessions with the research team, Blue Marble helped to identify the project’s key messages and explored various ways to present them. After several iterations of data visualizations and story sequencing, we developed a shared understanding of the story and how best to tell it. A strong visual identity for the project and a series of graphics to represent core findings were critical components for building awareness of the work and explaining complex ideas that might otherwise be lost in cultural translation.  

RESULTS

Confidently building stakeholder engagement

  • The body of work that the research team produced was packaged into a compelling story from which a presentation, printed brochure and one-sheet were produced. These materials have made the research and resulting strategy accessible to a large number of people that would not otherwise be exposed to or understand the lengthy report.
  • The research team is able to share their recommendations in a universal format with multiple audiences who have different cultural perspectives.
  • A visual articulation of the strategy has made core concepts tangible and enabled the research team to gain support for the implementation of their plan.

FORGING AHEAD

For the last several years, the Africa Tourism Strategy team has continued to promote its work and publish updated recommendations and findings as the project evolves. As part of a promotional campaign for AFTFP Tourism's recently released book entitled "Tourism in Africa: Harnessing Tourism for Growth and Improved Livelihoods," we created an informational booklet and one-pager which was shared at the United Nations World Tourism Organization's 2013 General Assembly.

 

CLIENT

The World Bank

SERVICES

Multimedia campaigns

Print and digital publication

FOCUS

Economic Impact


Energia Eficiente | Building a case for energy efficiency in Brazil

Building a case

Convincing Brazilian hoteliers to invest in energy efficiency

CHALLENGE

Energia Eficiente (EE) is a consulting firm focused on helping entrepreneurs invest in energy efficiency through a unique combination of technical and financial assistance. The company runs Programa Pro Hoteis (PPH), an initiative aimed at helping the Brazil hotel industry implement energy efficiency measures. When Energia Eficiente took over PPH — which had received start-up funding from the International Finance Corporation (IFC) — the program was successful at completing energy-efficiency audits, but struggled to convince hotels to implement the recommendations outlined in the audits. Energia Eficiente had the technical and business skills to take the program to the next level, but it lacked marketing expertise. That’s when a member of the leadership team reached out to Blue Marble for assistance with developing the marketing strategy.

INSIGHT

Blue Marble conducted an in-person BluePrinting workshop at our White Salmon, Washington office with one of the EE leaders. We spent nearly three days combing through presentation materials, visualizing the future, and discussing audience objections. We brought clarity to Energia Eficiente’s sales and consultation process. We helped EE’s leadership team get clear on the perspective of their ideal hotel customer through each stage of the process, and documented our conclusions with a customer journey map. We also created audience profiles, and a mood board which provided direction for a new brand and aesthetic, and we outlined the messages for a new sales presentation. As a last step in this process, we executed a redesign of both Energia Eficiente's visual identity as well as that of Programa Pro Hoteis.

RESULTS

Clearly communicating the value of energy efficiency

  • Energia Eficiente’s new materials contain icons and illustrations that are used across the sales, auditing, and reporting process which serve to clarify and unify key messages about the PPH offering.
  • Energia Eficiente has a new sales presentation that has greatly improved the sales team ability to explain the program to potential participants.
  • Energia Eficiente staff now has a comprehensive set of marketing tools, templates, and brand guidelines which they are easily able to update and expand upon.

FORGING AHEAD

With clarity about how to explain the PPH program, Energia Eficiente is experiencing greater ease in their communications and confidence in their business development efforts. Its leadership team has a map showing where the team can make incremental changes to improve its customers’ experiences over time. After training in how to use their collateral, members of Energia Eficiente’s leadership team have been able to update presentations and sales materials on an ongoing basis.


 

CLIENT

Energia Eficiente

SERVICES

Customer/user experience planning

Brand and message development

FOCUS

Economic Impact


“Definitely the work we did together and the several inputs received are being of great help to the development of our business.”

– Thiago Simões, Energia Eficiente

Sustainable Travel International | It's a small world

It's a small world

Connecting businesses, destinations and travelers

CHALLENGE

Sustainable Travel International (STI) offers innovative programs that support sustainable development through responsible travel. Founded in 2002, STI has evolved to include a variety of solution-oriented programs and a diverse team of forward-thinking professionals located around the globe. With growth came the need for a fresh brand image that was better aligned with its positioning in the global travel industry, as well as a new website with a robust content management system (CMS) that would allow for information sharing among staff and clients.

INSIGHT

At the time when STI hired us for the redesign, the organization had been in operation for almost 10 years. It enjoyed relatively strong brand recognition so the challenge was to figure out how to update its visual identity without eroding its brand equity. STI is also an innovative organization, so we developed a flexible framework for the information on their website that allows content to be reorganized and amended to accurately present their complex and ever-evolving service offering. Part of STI's mission is to build local capacity for developing and managing tourism initiatives. We applied that same tenant to our approach with organization's communication materials—emphasizing the creation of templates and training to enable staff to be self-sufficient with the administration of their marketing collateral.

RESULTS

Connecting a global network of change-makers

  • STI’s new brand identity and collateral appropriately speaks to the organization’s scope, professionalism, and influence on the world stage.
  • The new website features a searchable project map, a customized interface for managing staff, client, and project profiles and the ability for NGO subsidiaries of STI to create their own country-specific sections.
  • New business stationery, one-sheets, branded templates for client use, and an online style guide and digital brand assets provide the organization with a range of professional collateral and a sustainable system with which to share them.

FORGING AHEAD

Blue Marble continues to work with Sustainable Travel International, providing marketing, design, and data management expertise to this fast-growing global nonprofit. We operate as an extension of STI's in-house marketing department and a trusted partner who can provide fresh perspective for both STI communication initiatives and their own client projects.

 

CLIENT

Sustainable Travel International

SERVICES

Brand and message development

Website design and development

Print and digital publication

FOCUS

Economic Impact


“The decision to work with Blue Marble Creative to develop our new brand and website paid off in numerous ways. Working with the entire team is a pleasure. They are intelligent, creative, supportive and bold, while acting as true partners in the creative process. We’re so thrilled to have both a fresh brand, which represents the organization we’ve become and the supporting collateral to go along with it.”

– Jeremy Sampson, Vice President, Marketing & Communications, Sustainable Travel International

Gorge Owned | GO! local

GO! local

Helping people invest in a vibrant community

CHALLENGE

The Columbia River Gorge is comprised of many small towns scattered along the banks and mountain valleys of the Columbia River in both Oregon and Washington. Historically, there has not been a regional membership organization focused on helping community members invest in a strong local economy, a healthy environment, and a vibrant community — or the triple-bottom-line. In 2010, Gorge Owned (GO!) was launched to do just that. When GO! founder and now director of marketing and member services approached Blue Marble about joining the steering committee and later board of directors, we were excited to help this fledging nonprofit become an anchor for economic and community development in our region.

INSIGHT

Being a start-up, it was important that GO!’s brand identity and collateral set a strong foundation for building awareness and membership as well as conveying credibility and establishment. It was also important that GO! speak to a diverse population base. As part of the steering committee, Blue Marble helped determine the organization’s value proposition and create messaging and collateral to support that..  

RESULTS

GO! launches and continues to grow

  • With our help, GO! established the region’s first and only “buy local” campaign that incentivizes residents and visitors to shift their spending from national chains to locally owned, independent businesses. We developed a variety of “GO! Local” materials such as posters, T-shirts, stickers, business enrollment packets, awebpage and infographics to grow interest in this campaign, which annually draws more than 200 participants.
  • GO! has grown from 40 members in 2010 to more than 180 members in 2014. Blue Marble designed a brochure that serves as a key marketing piece to grow membership.
  • Once led by volunteers, GO! now has .7 FTE, has secured grant funding, has garnered strong local support, and continues to build upon the brand and marketing materials that Blue Marble initially created.

FORGING AHEAD

GO!’s meaningful brand is a critical piece of the organization’s overall success. People throughout the region recognize it, relate to it and, and want to be part of it. The organization relies heavily on volunteers and community support, and the evolution of the GO! brand is an ongoing collaboration among many talented creative professionals and other volunteers under the savvy leadership of GO!’s founder.

 

CLIENT

Gorge Owned Business Network

SERVICES

Brand and message development

Multimedia campaigns

Print and digital publication

FOCUS

Economic Impact


“Blue Marble’s experience working with triple-bottom-line businesses was a huge asset to GO! as the organization was establishing its value proposition. You have a passion and true talent for helping organizations tell the ‘why’ behind their story. Your diverse skill set — being able to leverage our brand into professional, polished marketing materials in different media — was invaluable. People are impressed with what we've accomplished, and tend to think we are more established than we are — which helps us build a strong reputation and community support.”

– Becky Brun, Marketing and Membership Director, Gorge Owned