Over the past year, Cocoon has been working with the board and key staff members at The Rainbow Society to develop a new brand – The Dream Factory – that was officially launched today.
“The process we used to guide The Rainbow Society through their rebrand is the same process we use for any company or organization,” said Kyle Romaniuk, president at Cocoon. “When we help our clients define their brand, we work to transform their function-driven business into a brand that has a real emotional connection. We build meaning beyond what they do, to help communicate why they do it. Of course, there is some level of innate emotion when you’re talking about an organization that helps kids with life threatening illnesses and their families – but there is always an emotional driver, no matter what business you are in.”
Kyle continued, “The emotional driver for The Dream Factory’s brand that motivates their behaviour as an organization is a sense of joy. That sense of joy can be created and experienced while thinking about what the dream could be, the anticipation leading up to the dream, the moments during the dream itself, and sharing the memories created by the dream for the rest of their lives. Creating a sense of joy helps get through the illness, and concentrate on the happiness childhood should bring. And it is that joy that describes what The Dream Factory is all about and why they exist – beyond the literal function of what they do. It’s that joy that people really connect with, and it motivates them to action.”
Chuck Phillips, creative director at Cocoon, added: “The Dream Factory identity is more about emotion than structure. It was a long process to refine the concept and make it work as an identity without losing the emotion and energy captured in our original sketches.”
Grace Thomson, executive director at The Dream Factory (formerly The Rainbow Society), had some valuable insights into their experience working with Cocoon. “Cocoon really challenged us to explore our organization in depth and to look at our brand from all angles, involving all stakeholders in the process. Because of this, the end result – The Dream Factory – is something that represents us perfectly, and it wasn’t just a typical solution. When the new brand was revealed to us, I don’t think there was a dry eye in the room – it connected so powerfully on an emotional level. We saw immediately how the the brand could be rolled out and what it could become.”
Tags: Branding, The Dream Factory, The Rainbow Society