the challenge
“The Homestead” was ready to grow into a national autism organization, but the market perceived them as “small-time” and “local.”
big idea
MACLYN rebranded the organization as “Balance Autism,” focusing on their innovative balance of science with imagination, “to bring balance to the lives of the families [they] serve.”
real results
Through emotional branding & strategic implementation, we shifted market perception and empowered Balance Autism to enter new markets.
Research & Discovery:
Understanding Balance Autism’s Challenges & Opportunities
Through qualitative & quantitative research, MACLYN identified Balance Autism’s target market, created a detailed SWOT analysis, and gained insights from Advanced Analytics and other data sources.
Creative Brand Development:
Bringing Balance to Life
MACLYN crafted a distinct brand voice, mark and visual style that shifts market perceptions, elevating Balance Autism to a national leader.
Cinematic Storytelling, Part 1:
Forming an Emotional Connection with Parents
Inspired by real-life stories, MACLYN crafted a series of cinematic narratives designed to form emotional connections with our target markets. The first video tells the story of a mother struggling to connect with her son at the most basic level, a struggle that any parent can understand.
Cinematic Storytelling, Part 2:
Reaching an Adult Audience through Authenticity
We connected with adults living with autism – a key target market – through the story of Olivia, an adult who finds balance in life. MACLYN teamed-up with a real-life client to connect with this audience and illustrate the full scope & impact of Balance Autism’s services.
Website Development:
Creating a Home for Balance
MACLYN developed a new, UX/UI-friendly website imbued with Balance Autism’s brand promise.
Immersive Brand-Launch Experience:
Bringing Balance to the World
To launch the new brand, MACLYN created an immersive experience – honoring the organization’s rich history while introducing employees, clients and the greater community to the new brand.