Equipping a category leader to successfully launch a new global movement with powerful brand storytelling, brand architecture, and a new customer journey.
Halftime is a global leader in programs for high-performing leaders of influence to reimagine the next act of their lives. Program alumni around the world had strongly positive feelings for the brand but tended to disengage after their program was complete as there was no mechanism for a continued relationship.
Halftime was ready to move beyond being a program provider. They wanted to come alongside their large, passionate, and currently underleveraged alumni base to equip, support, and connect them as they took on the lifetime journey of living out their purpose. This new commitment would also add to the value proposition for new program participants at Halftime hubs around the world.
Even more importantly, Halftime’s leadership believed there was transformative power in rallying and connecting purpose-driven, high-performing leaders of influence in a global movement-minded community of change makers. They now had the technology platform and vision to do it. But a critical question remained: How do you create a fundamental shift in perceptions from trusted institution to global movement without sacrificing brand trust and equity?
“We simply could not have accomplished our goals without SIGNAL’s help. We had a lofty vision to accomplish that required a brand overhaul and new brand launch at the same time. We are in a much greater position to make this vision a reality resulting from this effort. … We are thrilled with the results from this.”Jim Stollberg
“The discovery and insight process that the SIGNAL team led us through was unparalleled. By asking the right questions from the right people — both inside and outside our sphere of influence — their team helped us uncover unbiased perceptions of our organization. We were able to grasp the depth and breadth of our existing brand equity, which helped us make informed decisions about how to build the bridge to our next step.”Alyssa Heffley
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