Powerful ideas. Practical actions.

YES! is a national media organization that fuses powerful ideas with practical actions. Upon publication of the 50th issue of its magazine and the redesign of its website, YES! hired Pyramid for branding and strategic communications support. Of particular interest were a brand alignment across new and existing communications channels, strategy around the launch of daily web content, and the desire to expand readership and reach.

The project began with a thorough discovery phase in which Pyramid analyzed YES!’s market position, audiences, goals, and the current state of its brand and communications. Pyramid prepared a brand and message audit, a competitive set analysis and a review of competitor audience demographics—all to help guide the brand alignment process and development of outreach strategies.

Next, Pyramid worked with YES! to develop a brand foundation that captures the essence of YES! and articulates its value to key audiences. Pyramid also prepared a comprehensive brand architecture, which outlined all YES! communications channels, and provided a clear and consistent organization and hierarchy for the YES! brand.

In connection with the brand work, Pyramid worked with the YES! team to draft a new magazine tagline. After three tagline brainstorm rounds, Pyramid conducted an online survey to test final options.

The project concluded the development of outreach strategies aimed at reaching new audiences, increasing market share and reinforcing YES! as a national presence. Specific attention focused on augmenting current social networking and new media efforts, and diversifying the YES! audience.