The challenge: After two decades of recognition as a leading resource of academic articles and books, JSTOR introduced images and primary sources, as well as new tools for research and education. We needed a foundation with which to align and inspire all product experience and marketing design work.
Working alongside a designer and a product specialist, we interviewed leadership, a selection of staff across departments, and people outside the organization. I then led the team in writing JSTOR's brand story, tying the organization’s past to its present and pointing to its future.
The brand story brought clarity to a changing organization. It validated the changes by connecting them to our mission and provided a vision for more changes to come.