Ownership Works is a new non-profit dedicated to making broad-based, shared ownership the new norm for today’s working world. Through shared ownership—which extends equity to every employee at an organization, rather than consolidate it among executive leadership—Ownership Works hopes to address America’s wealth gap by creating meaningful wealth-building opportunities for employees.
For this project, EY Design Studio in Portland worked closely with founder and chief visionary Pete Stavros, Co-head of Americas Private Equity at KKR, and a skeletal staff formalize the brand identity for the fledging non-profit. From stakeholder interviews, a branding workshop, and comprehensive landscape analysis, we helped create a new look and feel, including a logo, core brand identity, and robust usage documentation. Collaborating with New York-based naming agency Tanj, I helped define the brand voice and how its tone modifies for the Ownership Works’ various audiences.
Once the brand identity was completed, I led a team to create the Ownership Works’ website, which brought the non-profit’s fresh brand identity to life and broke down the complexity of a new way of working for a general readership. In addition to providing information on the non-profit and its mission, the site also offers a persuasive rationale for why shared ownership is the right way to work, including video case studies and testimonials.
Read a feature in The Wall Street Journal.
SKILLS: BRAND STRATEGY & DEFINITION, STAKEHOLDER INTERVIEWS, WORKSHOP FACILITATION, INFORMATION ARCHITECTURE, CONTENT STRATEGY, WEB COPYWRITING
