Entomological Society of America | ESA
Branding and Brand Guidelines
The Entomological Society of America (ESA) is the largest organization in the world serving the professional and scientific needs of entomologists and individuals in related disciplines. After struggling with an unwieldy and inconsistent brand for many years, ESA approached GRAPHEK to audit and refresh their look in hopes of creating a more engaging and cohesive brand for their more than 7,000 members. ESA sought to develop a brand that not only reflected the diversity of its members and the insects they studied but also created a global presence that would resonate with members and insect enthusiasts alike.
The project began with a brand audit that consisted of an analysis of all of ESA’s existing marketing collateral, a competitive analysis of peer organizations, and an online survey of current and prospective members. Interviews of key stakeholders were also conducted to help GRAPHEK gauge their perspectives on the current ESA brand and any recommendations for improvement. This research reaffirmed the need to establish a brand that better supports ESA’s vision for the future. The need to refresh the ESA logo into a version that more accurately reflected ESA’s current mission and tone also became apparent.
The GRAPHEK team went out of their way to understand both ESA and our society members, and developed branding concepts that captured the beauty and uniqueness of insects, speaking to our membership and what sets ESA apart from other societies. GRAPHEK’s branding book provided us with concrete, helpful advice and a wonderful variety of sample marketing and communications ideas that helped our staff launch into the new brand look with confidence.
We’re grateful for their support and inspiration.
– Lisa Junker, ESA Director of Publications, Communications and Marketing