The Institute of Neuroethics came to me with a strong body of work already in place. They had done meaningful research and thoughtful thinking, but were struggling to find direction on how to communicate, align their goals with their content, and show up consistently as a brand.

As we talked, it became clear that the challenge wasn’t a lack of effort or ideas. The brand itself hadn’t been clearly defined yet. Without that shared understanding, it was difficult for the team to know what to prioritize or how to tell their story.

I started by reviewing their existing content, research, and communications, then created a set of brand guidelines that gave shape and structure to what was already there. From there, we worked together to refine and strengthen the foundation, ensuring it truly reflected the Institute’s purpose and perspective.

The final outcome was a comprehensive brand book that included their name story, mission and vision statements, unique value propositions, brand voice, audience definition, and photography direction. The logo had been developed separately, but the brand system gave it meaning and context.

This project is an excellent example of how brand work doesn’t always mean starting over. By intentionally working with what already existed, we created clarity, alignment, and a brand the Institute could confidently use to guide its content and communication moving forward.