the Jane Goodall Institutefor wildlife research, education and conservation

Task: To develop a brand positioning for the JGI product line while sustaining Dr. Jane Goodall’s legacy after she is gone.

JGI Mission: To advance the power of individuals to take informed and compassionate action to improve the environment for all living things.

Animal Human Environment

Positioning: JGI is the THOUGHT LEADER on the harmonious balance between animals, humans, and the environment.

Insight: Jane’s continuing innovative approaches towards world sustainability, show an understanding it is not cause and effect but rather they work harmoniously.

As Jane’s equity remains in her chimpanzee studies and the first to discover the similarity between chimp and human, she continues to develop new programs and approaches through JGI to help create world sustainability.

Thought Approach Action Change

Jane Goodall JGI Good for All

Roots &

ShootsConsumer

Connections Plan: The four symbols that are identified with JGI are used with each step of the plan it corresponds with.

Leader Jane Goodall

Legacy Jane Goodall

Organizing Brand Jane Goodall Institute

Branded Programs Good For All Roots & Shoots

Orchestrators of Change

Individuals/Participants/Members

Brand Architecture:

Win on Cause Push Jane

The JGI product line is pushing Jane first to bring people in to learn about the cause. As Jane continues to age her

awareness continues to decrease. We want to win on the cause to bring people in and then push Jane.

Activist

Advocate

Emotionalist

Self-Restrained

Target: Emotionalists

These individuals are 18-35 years of age, making resourceful choices and going green when it is convenient and the choices are comparable in quality. They feel they can make a difference on a individual level and see how

different causes can be personally relevant.

Logo Redesign: It brings together the harmonious balance and ties the imagery back to JGI. It can live after Jane is no longer with us while sustaining her legacy.

Bag Clip: Makes the coffee bag stand out on the shelf while solving a consumer need.

Partnership:

Coffee Maker with GrinderGets our product into new retail distribution outlets and aligns JGI with a socially responsible company that is developing new sustainable products for third-world countries.

W H O L E B E A N

J340G94I8

MicrositeThere is a tracking number on the package for the consumer to enter in to show where their money is going to and the progress that is being made there. It will track how much you have contributed overall to JGI.