IKUS recreated its brand to reflect its growth.
For decades, Indian Trails Camp has expanded the opportunities available to individuals with disabilities in the greater Grand Rapids area. Over time, the organization developed a wide variety of programming, and today, the “camp” label does not accurately describe ITC’s overall mission. Their leadership team brought us in to help chart a way forward, beginning with a series of in-depth mind mapping sessions. We dug into the “Thing” that makes the organization unique, the “Thing” that ties everything they do together. We also discovered the audiences with which the new brand would most need to communicate.
Indian Trails Camp wasn’t just a camp anymore—they also provide skill building, supported employment, and community living services to individuals with disabilities.
ITC needed a new parent brand that would encompass all of its services, including the camp, and leave plenty of room for growth and expansion.
The “Thing” that animates Indian Trails Camp is helping individuals with disabilities attain greater freedom and independence.
ITC needs to reach out to CMHs, clients and families, philanthropists, and the higher education community.
Based on our findings and insights, we recommended that Indian Trails Camp adopt a new parent brand, IKUS Life Enrichment Services, that would encompass all of its programs, including the camp. Each service would have its own brand subordinated to the IKUS parent brand. We helped name the new brand, and we did the writing and design work that was needed to give it a clear, compelling identity. Black Lake then produced digital and print materials that would communicate the new IKUS brand to their audiences.
- Look and feel
- New website
- Print materials
- Social media
- Press releases
- Mail and email
- Presentation slides
You have to account for a lot of variables when transitioning a brand, but we have guided IKUS along the way. Black Lake trained the organization’s leaders and staff on how to articulate and embody the new brand, and we designed marketing materials around the need to communicate a new identity quickly and clearly. We then helped IKUS navigate the process of unveiling their new brand. The Black Lake team is looking forward to continued work with IKUS Life Enrichment Services as it continues to serve and grow.