Manufacturing USA

Brand Identity Development

Create a new public brand for a highly-visible, intra-agency program to include a new name, logo, brand assets, and marketing and communications strategy.
  • Design and Visualization Services

    • Creative and Brand Development
  • Business and Organizational Change

    • Business Strategy
  • Communications and Marketing

    • Marketing and Brand Strategy
    • Strategic Communications
  • Digital and Interactive

    • Responsive Design
    • Digital Strategy
  • User Experience and Consumer Insight

    • User Experience Design

"With the incredible success of [the National Network for Manufacturing Innovation], it deserves better branding…I am thrilled to announce Manufacturing USA."

-

Penny Pritzker, Former U.S. Secretary of Commerce, International Manufacturing Technology Show 2016, Keynote Address

Developing a brand that repositions U.S. manufacturing globally

The National Network for Manufacturing Innovation (NNMI) was created in recognition of the American manufacturing industry’s critical role in driving the U.S. economy and establishing the U.S. as a global leader.

The program undertook development of a national brand for NNMI to help further its mission and vision for years to come. The brand needed to speak to the mission of the program and the goals of the manufacturing community. Getting there meant driving consensus between multiple government agencies, including the U.S. Departments of Commerce, Energy, and Defense, and representatives from the National Economic Council and the Executive Office of the President.

A new brand that embodies cutting-edge technology and innovation

This new brand, Manufacturing USA, clearly and powerfully establishes NNMI’s critical role in American advanced manufacturing. The brand highlights America’s spirit of ingenuity and focuses on the innovative, collaborative power of connected communities working in concert to drive cutting-edge technology to market.

“This name embodies our vision for a unified American manufacturing sector – where the brightest minds and the most innovative companies come together to develop the most cutting-edge technology in the world.”

- Former U.S. Secretary of Commerce Penny Pritzker

The name and logo were successfully designed to clearly connect with the manufacturing community.

Application of research and artificial intelligence to shape the brand

To ensure that the program made informed, data-driven decisions about engaging with their target audiences, primary research and artificial intelligence solutions were leveraged to validate and redefine the brand and communications strategies.

Primary research included gathering data from collaborative working sessions, interviews, and surveys to gauge familiar audiences’ sentiments around the program, U.S. manufacturing, and initial concepts for the brand identity.

Sapient’s Artificial Intelligence tool, Luminoso, was also leveraged for this effort. With Luminoso, the team was able to synthesize insights from more than 50 stakeholder interviews to validate the team’s findings and track sentiments around the brand in real-time during the nationwide broadcast of the launch event. The results validated the direction for the new identity, as well as informed the marketing and communications strategy. 

Delivered strategic branding tools for short- and long-term success

To ensure that the program made informed, data-driven decisions about engaging with their target audiences, primary research and artificial intelligence solutions were leveraged to validate and redefine the brand and communications strategies.

Primary research included gathering data from collaborative working sessions, interviews, and surveys to gauge familiar audiences’ sentiments around the program, U.S. manufacturing, and initial concepts for the brand identity.

Sapient’s Artificial Intelligence tool, Luminoso, was also leveraged for this effort. With Luminoso, the team was able to synthesize insights from more than 50 stakeholder interviews to validate the team’s findings and track sentiments around the brand in real-time during the nationwide broadcast of the launch event. The results validated the direction for the new identity, as well as informed the marketing and communications strategy.

Rapid creation of a new digital experience with ManufacturingUSA.com

As the primary exhibit for Manufacturing USA, the team developed and launched a fully-responsive, Drupal-based website in less than a month. The website incorporated DevOps methodologies and a customized experience design strategy to ensure agile, on-time delivery that reimagines how the new brand engages with audiences.

A project of this visibility and complexity required a cross-disciplinary team that was able to delivery within the timelines and understand the long-term digital strategy for being able to evolve the site aligned to the brand and stakeholder needs.

“The overall feedback has been wild applause! Everyone is amazed it got done so quickly and it got done so well.”

- Primary Client Stakeholder

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