Unifying a multifaceted collection of enterprisal endeavors under a single clear, defined brand system.
A brand vision bringing 16 companies together through reenvisioned identities, websites and photography.
TAWANI Enterprises, Inc. was born of founder Jennifer Pritzker’s passion for historic preservation and drive to bring communities closer together through exploration of their cultural heritage. Over time, the organization grew to a family of real estate, hospitality, philanthropic, education, event, trading and publishing brands with little visible linkage. To strengthen meaning, TAWANI tapped McGuffin to refresh the enterprise brand and unify the family of companies.
Alignment aroundA SINGLE PURPOSE.
McGuffin worked to identify the single thread uniting all of TAWANI Enterprises’ ventures; the belief that historic preservation and education foster stronger, healthier and more vibrant communities. Expressed in a new positioning statement: UNITING PAST AND PROGRESS, we echoed TAWANI’s purpose of providing people access to important and meaningful places to visit, work, live and learn.
Renovated identities and
With positioning established, McGuffin designed a synergistic set of identities for the entire TAWANI organization. Next, we developed new websites and collateral for each of nine primary entities, ensuring the TAWANI voice was intact and true.
We are incredibly happy to have partnered with McGuffin. As an agency, they took the time to understand our core values and business goals. Working with their team we strategically defined our brands into one cohesive organization. With their insights and creative expertise, we successfully rolled out 16 brands and 9 websites.