Power to the People
EMPOWERING A COMMUNITY WIND FARM
“Mary Pat did a great job helping us in our start-up business. She oversaw our branding and developed a trademark logo that works for us internationally as well as directed the development of our web site. Designing it from the ground up, generating content and directing photography. Her work can be seen at http://www.just-wind.com.”
Jeffrey Metzger | President | JUST WIND
A Community Wind Farm Startup: Create a brand strategy and identity system for a North Dakota wind farm developer that works in the United States and internationally. Develop a uniquely identifiable logo mark and taglines that work for specific target audiences: farmer stakeholders, American and international investors, and the broader community. Design and launch a website for a North Dakota wind farm developer that launches the brand, introduces the unique concept of community wind farms, and works for both landowners and investors.
Creating Community Ownership - Defining the Just Wind Brand:
MP+G developed the brand strategy and created a unique positioning statement and brand promise for the startup developer. We helped to identify target audiences, and defined key messages. MP+G created a unique identity - positioning Just Wind in a proprietary niche within its local, national, and international markets.
A Powerful Brand Identity and Logo Mark:
Researched the competition: Using competitive research, designed a logo mark and obtained trademark rights and legal approval for use in the United States, Canada, and international markets.
MP+&G developed a tagline for each specific target audience:
1. Your Community Windfarm Developer
2. Empowering Your Community
3. Power to the People!
A Website that Works for Both Landowners and Investors: The website takes a complex product and defines it in easy-to-understand terms for the farmer landowners and interested community members while not dumbing it down for investors.
Giving the Community a Voice: Content strategy: User-friendly content tells the Just Wind story in a voice that speaks to the communities it looks to serve. The site was designed from the ground up to emphasize Just Wind’s unique community ownership model. We focused every detail from site architecture to photography – the entire user experience – around one thing: Community Empowerment. Check out the site @ www.just-wind.com
The Resulting Windfall:
Increased Landowner Signups: The total number of projects has increased from the original two locations at Logan and Emmons County to include a second Emmons County site, Stutsman and Kidder Counties.
Increased Community Interest: Just Wind was invited to hold public informational meetings in five additional communities.
Strategic communications plan, brand position, target audience definition, key messages, tagline creation, logo mark design, website development, vehicle graphics