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Client: Esalen Institute
Project: Smart Messaging
Situation: Esalen suffered from extreme misconceptions
and outdated imagery. Their brand had basically drifted without any
guidance for many years.
Solution: We researched the various current "positionings"
and fielded input from many different sources. We established clear
and concise messaging for multiple situations. We positioned them to
benefit form the respect they were due. We underscored their educational
connections to Stanford, Harvard Post-Grad, UCSB and more. We reinforced
their original reasons for being, and emphasized their relevance for
today's audiences.