Case Study

Oak Ridge Associated Universities (ORAU)

As a consortium of 100+ major Ph.D.–granting academic institutions, Oak Ridge Associated Universities (ORAU) cultivates collaborative partnerships that enhance the scientific research and education enterprise of our nation. From its member university consortium to its strategic partnership with Oak Ridge National Laboratory (ORNL), it brings together university faculty and students to collaborate on major scientific initiatives that help keep America on the leading edge of science and technology.

The Blake Project was selected to help ORAU refine its brand strategy, identity and messaging. The first steps were qualitative and quantitative research of all brand customer and stakeholder groups. We then moved to mission, vision, values, brand positioning, brand architecture, brand storytelling, customer touchpoint design and tagline development. We also educated employees on how to bring the brand promise to life from the inside-out.

ORISE is the name of a $1B government contract from the U.S. Department of Energy and the second brand in the equasion with our client. In the brand arhcitecture step, we helped them think through how the ORISE brand linked to ORAU. We helped them determine the best position for the brand in an upcoming competitive bid for the contract.

The contract was renewed and we were given accolades for our assistance.