Client: Freedom West
Deliverable: Brand Manifesto
The City Within
San Francisco has always been about opportunity.
Go West, they said. And we did.
We found a glittering city set on a hill,
full of contradictions and challenges,
but also full of hope.
A light in the world. A candle illuminating what is possible
with a little ingenuity, hard work, and freedom,
leading by example
from sea to shining sea.
And yet, years of urban renewal have pushed out
those who made The City great.
Income-inequality forcing them to abandon the place they called home--
neighborhood after neighborhood, year after year.
What if there were a place that could change that?
A place where you belonged?
One of safety, family, diversity, and creativity.
A place of prosperity…of pride.
Where you know your neighbors, and they become
not only your community but your family.
Where you take care of one another.
Where you can all thrive.
There is a place.
In the late-1960s, Rev. J. Austell Hall envisioned a community
where people of color could have a stake, not only in San Francisco real estate,
but in their own pathway to success, creating their own destinies.
He called it Freedom West.
But the years have taken their toll on this once-vibrant community.
It’s time now to rebuild, reinvigorate and remake
Freedom West into all that Rev. Hall knew it could be:
a shining example of prosperity, cultural diversity, community, and leadership
in that shining City on a hill.
Together, we will reclaim our history, igniting hope.
We will transform our present
and create a new legacy for our future:
one of growth, empowerment, and innovation.
One in which we all thrive. We all get a chance to shine.
One that will sustain not only us but the generations who follow us.
Together, we will make Freedom West
America’s most culturally diverse and unique community--
a welcoming oasis in the heart of San Francisco--
celebrating the past, innovating the present, and illuminating the future.
Together, we thrive. Together, we all rise.
Freedom West
Deliverable: Brand Manifesto
The City Within
San Francisco has always been about opportunity.
Go West, they said. And we did.
We found a glittering city set on a hill,
full of contradictions and challenges,
but also full of hope.
A light in the world. A candle illuminating what is possible
with a little ingenuity, hard work, and freedom,
leading by example
from sea to shining sea.
And yet, years of urban renewal have pushed out
those who made The City great.
Income-inequality forcing them to abandon the place they called home--
neighborhood after neighborhood, year after year.
What if there were a place that could change that?
A place where you belonged?
One of safety, family, diversity, and creativity.
A place of prosperity…of pride.
Where you know your neighbors, and they become
not only your community but your family.
Where you take care of one another.
Where you can all thrive.
There is a place.
In the late-1960s, Rev. J. Austell Hall envisioned a community
where people of color could have a stake, not only in San Francisco real estate,
but in their own pathway to success, creating their own destinies.
He called it Freedom West.
But the years have taken their toll on this once-vibrant community.
It’s time now to rebuild, reinvigorate and remake
Freedom West into all that Rev. Hall knew it could be:
a shining example of prosperity, cultural diversity, community, and leadership
in that shining City on a hill.
Together, we will reclaim our history, igniting hope.
We will transform our present
and create a new legacy for our future:
one of growth, empowerment, and innovation.
One in which we all thrive. We all get a chance to shine.
One that will sustain not only us but the generations who follow us.
Together, we will make Freedom West
America’s most culturally diverse and unique community--
a welcoming oasis in the heart of San Francisco--
celebrating the past, innovating the present, and illuminating the future.
Together, we thrive. Together, we all rise.
Freedom West
Client: Sustained Weight Management
Business Context: The founders at Sustained Weight Management had a clear idea of the product they wanted to build, but lacked a cohesive, simple story that clearly communicated the value proposition and could connect emotionally with target customers. They asked The Story Corp to uncover and understand their authentic brand story and develop a strategy to convey this narrative both within their organization and to their desired target market.
Our Approach: We reviewed key company documents and conducted a phone interview with the co-founders of Sustained Weight Management to better understand their passions, visions, personal histories and goals for the brand. We then created three separate names, tagline and creative directions to communicate the narrative of this fledgling company. We presented all these to the co-founders, who then chose the direction that they felt best matched their vision for the brand.
The Result: We delivered naming suggestions, tag lines, and a written brand story narrative that captured the founders’ vision for the brand and gave them strategic focus. As part of the deliverable, we also brainstormed thought-starters for creative campaign directions. The founders now have a clear brand narrative to drive cohesive internal and external communication as their company launches and grows.
Business Context: The founders at Sustained Weight Management had a clear idea of the product they wanted to build, but lacked a cohesive, simple story that clearly communicated the value proposition and could connect emotionally with target customers. They asked The Story Corp to uncover and understand their authentic brand story and develop a strategy to convey this narrative both within their organization and to their desired target market.
Our Approach: We reviewed key company documents and conducted a phone interview with the co-founders of Sustained Weight Management to better understand their passions, visions, personal histories and goals for the brand. We then created three separate names, tagline and creative directions to communicate the narrative of this fledgling company. We presented all these to the co-founders, who then chose the direction that they felt best matched their vision for the brand.
The Result: We delivered naming suggestions, tag lines, and a written brand story narrative that captured the founders’ vision for the brand and gave them strategic focus. As part of the deliverable, we also brainstormed thought-starters for creative campaign directions. The founders now have a clear brand narrative to drive cohesive internal and external communication as their company launches and grows.
Sustained Weight Management’s Story:
You had a great time last weekend, caught up and laughed with old friends…but then you saw the pictures posted online and thought, “Is that really me?”
You have so much going for you, but there’s something that makes you feel out of control: your weight. And now you’re ready for a change—you want to be able to see the true you again.
TRUweight can help. We’ve done the research for you, and have taken the guess work out of sustainable weight loss. By following our scientifically proven principles, you can achieve and maintain the weight loss results you’ve always wanted. Get back in control with a weight loss and maintenance program that’s proven to work.
Founders Tom and Linda Law drew on their scientific and medical backgrounds to identify the behaviors and processes that truly lead to significant weight loss results that last. In fact, they were their own first customers—losing a combined 70 pounds, and keeping it off!
Here’s how the program works: First, we gather some information about you to help customize your program. We give you tools to get started on your journey, plus a concrete plan of goals, targets and action steps. Every day you input 3 numbers: calories consumed, minutes of exercise, and your daily weight. And every day you get back a personalized TRUweight Trend© chart so you know how you’re really doing— both right now, as well as projections for the future— putting you back in control!
TRUweight helps you see farther down the path so you don’t get discouraged by a temporary setback. The program uses a proprietary predictive technology that allows you to see your underlying weight loss trend despite any temporary fluctuations— because your scale doesn’t tell the whole story. And, if at any time you get a little off course from your goals, you’ll get an alert and a rescue plan to help you quickly get back on track— and back in control.
We want to empower you to live your best life—putting you back in control—using only what’s been scientifically proven to work for significant and lasting weight loss.
You had a great time last weekend, caught up and laughed with old friends…but then you saw the pictures posted online and thought, “Is that really me?”
You have so much going for you, but there’s something that makes you feel out of control: your weight. And now you’re ready for a change—you want to be able to see the true you again.
TRUweight can help. We’ve done the research for you, and have taken the guess work out of sustainable weight loss. By following our scientifically proven principles, you can achieve and maintain the weight loss results you’ve always wanted. Get back in control with a weight loss and maintenance program that’s proven to work.
Founders Tom and Linda Law drew on their scientific and medical backgrounds to identify the behaviors and processes that truly lead to significant weight loss results that last. In fact, they were their own first customers—losing a combined 70 pounds, and keeping it off!
Here’s how the program works: First, we gather some information about you to help customize your program. We give you tools to get started on your journey, plus a concrete plan of goals, targets and action steps. Every day you input 3 numbers: calories consumed, minutes of exercise, and your daily weight. And every day you get back a personalized TRUweight Trend© chart so you know how you’re really doing— both right now, as well as projections for the future— putting you back in control!
TRUweight helps you see farther down the path so you don’t get discouraged by a temporary setback. The program uses a proprietary predictive technology that allows you to see your underlying weight loss trend despite any temporary fluctuations— because your scale doesn’t tell the whole story. And, if at any time you get a little off course from your goals, you’ll get an alert and a rescue plan to help you quickly get back on track— and back in control.
We want to empower you to live your best life—putting you back in control—using only what’s been scientifically proven to work for significant and lasting weight loss.
Client: Balboa Horizons
Deliverable: Brand Manifesto + Brand Promise
Brand Manifesto - A Declaration of Recovery
We believe that drug and alcohol abuse is a major epidemic in the United States, and one that affects society at every level. We believe addicts underestimate the severity of their disease and overestimate their ability to recover on their own. We believe that treating addiction is the most important work there is. We love addicts — unconditionally. We take treatment and recovery seriously, but we also believe you can have fun in the process. We don’t judge you, we know how much courage it takes to seek treatment. We believe that, with treatment, education, and the supportive environment that Balboa Horizons provides, you can create your own best life. We believe drugs and alcohol are not an addict’s problem, they are an addict’s solution. We believe this is a disease about stress management—and we give you the innovative and essential tools to do just that. We know community is one of the most important pieces of recovery— and we’ve created one that provides you with every opportunity to thrive and create a rewarding life. We know recovery is hard work, but we also believe the payoff is worth the climb. We believe the journey of recovery will be the most rewarding one of your life.
Brand Promise - How We’re Different
Balboa Horizons thoroughly evaluates each client and works with them to develop a continuing treatment plan, employing best in class professionals to craft the most effective and supportive treatment protocols available, ensuring the client is supported in every step of the journey—from intake and detox through successful program completion — and we don’t stop there, we have a strong alumni program. We operate like a family and our clients are part of that family. Balboa Horizons is there to support you every step of the way—you never have to feel this way again.
Deliverable: Brand Manifesto + Brand Promise
Brand Manifesto - A Declaration of Recovery
We believe that drug and alcohol abuse is a major epidemic in the United States, and one that affects society at every level. We believe addicts underestimate the severity of their disease and overestimate their ability to recover on their own. We believe that treating addiction is the most important work there is. We love addicts — unconditionally. We take treatment and recovery seriously, but we also believe you can have fun in the process. We don’t judge you, we know how much courage it takes to seek treatment. We believe that, with treatment, education, and the supportive environment that Balboa Horizons provides, you can create your own best life. We believe drugs and alcohol are not an addict’s problem, they are an addict’s solution. We believe this is a disease about stress management—and we give you the innovative and essential tools to do just that. We know community is one of the most important pieces of recovery— and we’ve created one that provides you with every opportunity to thrive and create a rewarding life. We know recovery is hard work, but we also believe the payoff is worth the climb. We believe the journey of recovery will be the most rewarding one of your life.
Brand Promise - How We’re Different
Balboa Horizons thoroughly evaluates each client and works with them to develop a continuing treatment plan, employing best in class professionals to craft the most effective and supportive treatment protocols available, ensuring the client is supported in every step of the journey—from intake and detox through successful program completion — and we don’t stop there, we have a strong alumni program. We operate like a family and our clients are part of that family. Balboa Horizons is there to support you every step of the way—you never have to feel this way again.