TOFTE LAKE CENTER

CASE STUDY*

“We chose Nakita for a rebranding project, and she was number one after a rigorous national search. She wore so many hats: expert, guide, coach, detective, marketer, cheerleader...
and became a trusted friend through the process."

Liz Engelman, Founder
Tofte Lake Center || Ely, Minnesota

Background

Tofte Lake Center (TLC) was founded on the belief that the nurturing of individual creative potential and self-expression has the greatest influence on the world at large. In this fast-paced world, TLC offers a space to slow down, reflect, and connect, surrounded by the natural environment and creative community.

Challenge

Visibility/brand recognition within the Ely community
Visibility/brand recognition in the arts communities at large
Strategic and consistent messaging
Communicating the impact that they’ve had for the last 14 years
Desire to position itself as an inclusive and anti-racist organization

Project Scope

Brand Audit
Stakeholder Interviews & Site Visit
Brand Strategy
Brand Archetypes
Audience Archetypes
Brand Position
Visual Identity
Messaging & Storytelling Framework (Core Values, Brand Voice, Tagline, Branded Keywords, etc.)
Social Media Strategy
90-Day Implementation Plan

What We 🤍'd

Working with the TLC team and stakeholders who were passionate about what they do and the people they serve
Fun and curiosity-driven strategy calls
Spending some time at the lake and experiencing the peace and inspiration that comes from being on the TLC grounds
That Liz's favorite color is purple!