World Resources Institute (WRI) Brand Positioning
The Challenge
During 2022, the FGS Global Creative and Research teams had the opportunity to work with the World Resources Institute (WRI) communications team to explore and express the organization’s key positioning.
Our Solution
In close partnership with WRI, we developed new tools to turn internal and external conversations into succinct storytelling and memorable language to sum up WRI as a whole. The FGS Global Research team used the language we drew up to gain insights into how people feel about WRI, where they see opportunities for WRI to grow and what they want to see from the organization moving forward through an online survey and in-depth interviews.
Results
Our final deliverables included in-depth strategy documents, research products, positioning statements at varied lengths for different audiences, as well as diverse application concepts to bring the positioning to life for the organization.
Creative Exploration: Ask Better Questions
As we developed materials for WRI, we explored an out-of-the-box creative concept: A bold ad series inspired by the kind of gutsy thinking that drove Apple’s iconic Think Different campaign. This concept—Ask Better Questions—was presented to the client as an optional add-in.
Though not publicly released, the campaign galvanized the final act of the creative process, creating a powerful burst of enthusiasm and the eager desire to deepen and strengthen our creative collaboration in the future.
