Developing a Brand Identity Strategy: the case of Pioneer Association Ry
Quignard, Gisell (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120726597
https://urn.fi/URN:NBN:fi:amk-2020120726597
Tiivistelmä
This thesis aims to serve as a manual and record of events that followed the ide- ation, process, and execution of building a brand identity for Pioneer Association Ry. The creator of the new brand identity is the author of this thesis, and the commissionaire is the non-profit organization Pioneer Association Ry.
Pioneer Association Ry is a non-profit organization built by students with the aims of generating a safe network for young second-generation immigrants, born and raised in Finland, but that still feel divided in society by their back- grounds. The goal is to inspire and offer opportunities to these young people in order to help them build a suitable career path.
The author of this thesis actively approached the organization in order to take part of their visual design challenges. They were facing a lack of creatives willing to collaborate with the elaboration of the brand identity for the recently registered association. The author proposed to collaborate on this project by offering them the brand identity creation they needed, plus a record and compilation of the process under the form of this thesis report.
The quantitative research data for this thesis is collected mainly through an online questionnaire. The questionnaire will rotate around the topics of Brand Image and Awareness, as its main goal is that of understanding what the tar- geted audience needs and how do they react to the proposed image-related top- ics.
The focus group is young second-generation immigrants, that share an inter-
est in developing and integrating themselves as professionals in the working force. Interviewees are gathered from Pioneer Association Ry’s network, as well as the author’s personal network. The results are analyzed and presented on this thesis to give a better direction to the Brand Identity creation, based on the feedback and comments gathered from the questionnaires. Additionally, the fi- nal results of this research offer valuable guidance on how to approach and de- velop a brand identity for a new company/association, as well as the Brand Iden- tity as a final product for the commissionaire Pioneer Association Ry.
Pioneer Association Ry is a non-profit organization built by students with the aims of generating a safe network for young second-generation immigrants, born and raised in Finland, but that still feel divided in society by their back- grounds. The goal is to inspire and offer opportunities to these young people in order to help them build a suitable career path.
The author of this thesis actively approached the organization in order to take part of their visual design challenges. They were facing a lack of creatives willing to collaborate with the elaboration of the brand identity for the recently registered association. The author proposed to collaborate on this project by offering them the brand identity creation they needed, plus a record and compilation of the process under the form of this thesis report.
The quantitative research data for this thesis is collected mainly through an online questionnaire. The questionnaire will rotate around the topics of Brand Image and Awareness, as its main goal is that of understanding what the tar- geted audience needs and how do they react to the proposed image-related top- ics.
The focus group is young second-generation immigrants, that share an inter-
est in developing and integrating themselves as professionals in the working force. Interviewees are gathered from Pioneer Association Ry’s network, as well as the author’s personal network. The results are analyzed and presented on this thesis to give a better direction to the Brand Identity creation, based on the feedback and comments gathered from the questionnaires. Additionally, the fi- nal results of this research offer valuable guidance on how to approach and de- velop a brand identity for a new company/association, as well as the Brand Iden- tity as a final product for the commissionaire Pioneer Association Ry.