IDEA Center
Heralding the first industry standard in universal design.
The Center for Inclusive Design and Environmental Access (IDEA Center), housed within the University at Buffalo’s School of Architecture and Planning, is dedicated to creating environments, products, and systems more accessible for an increasingly diverse population. It stands to make the changing world a place where schools, offices, public spaces, and more adapt to the shared needs of all individuals by applying advanced knowledge, specifically through the use of its proprietary tool, the innovative solutions for Universal Design (isUD™) program.
Although the IDEA Center had a website to promote the tool, it lacked a marketing platform, assets, and a unified approach to maximize awareness and adoption on a broader scale. In 19 Ideas, it requested a communications strategy worthy of the tool’s significance.
Designing a toolbox.
We convened a comprehensive Discovery meeting between our team’s branding, creative, strategy, and public relations experts and IDEA Center leadership, including architects, researchers, and founders. The objective of this meeting was to develop an immersive understanding of the IDEA Center’s objectives and values, paired with the unique differentiators, potential, and vision for the isUD tool as a gamechanger in certifying universal design.
Building a strategy from the ground up.
We dove into research and follow-on insights gathering. This included reviewing proprietary IDEA Center documentation, published works, and client testimonials to better understand the isUD program and its impact. From there, we created and conducted a market research survey with key members of the IDEA Center and its clients to better understand real-world application advantages.
Our team used these insights to propose a three-tiered strategy that would build a robust framework for the IDEA Center’s communications and its future positioning opportunities.
First, the message.
Phase one focused on developing a brand positioning and messaging guide that would serve as a thorough internal reference for the isUD program. We refreshed foundational elements, including a historical overview, and followed a strategic path through Mission/Vision/Value Proposition statements, core audiences, brand attributes, campaign guidelines, and a channel strategy. This was designed and packaged for internal print and electronic distribution.
Second, the build.
Phase two focused on creating a detailed, compelling infographic to serve as a visual education and marketing centerpiece for the isUD program. Features included a series of rooms, use cases, and detailed descriptions for how universal design has the power to create a better world through focused initiatives of change. The infographic’s headline: “The world is changing. Buildings should, too.”
An isometric illustration style with accurate perspectives helped convey how inclusive solutions could eliminate barriers in public and commercial buildings to serve diverse communities, and its accompanying language provided benefits that each audience could understand and apply. The piece was formatted for electronic use, and also designed into a dynamic, foldable marketing piece that unfolded in a series of panels to bring an additional storytelling element to the collateral. When fully opened, the back side of the collateral included the full infographic designed for display in any visual area.
Third, the story.
Phase three focused on a media relations strategy targeting Western New York and select national outlets. Our angles, timing, and approach were intentionally designed to introduce the modern-day significance of universal design and the role of the IDEA Center and isUD in creating the first industry standard.
Our initial public relations campaign yielded a feature story in Buffalo Business First including commentary from IDEA Center leadership and one of its clients, Uniland Development. A feature article for a reputable regional magazine published in 2020. The publicity campaign also supported positive relationship-building with industry writers representing national publications such as Forbes.com.
The world is changing. Our work helped.
Our phased approach helped the IDEA Center and its isUD tool garner the internal and external attention it deserved. With consistent and strategic language decisions, a vibrant and accurate infographic that positioned unique solutions, and a public relations campaign yielding national attention, our relationship was successful both in parts and in totality.
