Professional Documents
Culture Documents
CONTEXT
USFS Mission :: Caring for the land and serving people
National Priorities :: Sustain our nations forests and grasslands, Strengthen communities,
Connect people to the outdoors, Promote an inclusive culture
Regional Priorities :: Restoration and resilience, Public service, Inclusion and diversity
Cooperative Forestry Programs :: Forest Stewardship, Urban and Community Forestry,
Community Forest & Open Space, Forest Legacy
AGENDA
- Introductions
- What initiated this project and how we got here
- Spin and uncovering the WHY
- Interactive Session
- Questions
INTRODUCTIONS
State & Private Forestry and Tribal Relations + SPIN
USFS
A Forest Parable
USFS
Pure Reflection
THE GENESIS +
EXPLORATION
PLANNING
GENESIS +
EXPLORATION
DISCOVERING
OUR WHY
GENESIS +
EXPLORATION
DISCOVERING
OUR WHY
DEVELOPMENT OF
OUR NARRATIVE
THE PROCESS OF
DISCOVERING OUR WHY
IDENTIFY + NARRATIVE
DEVELOPMENT
ACTIVATING OUR
NARRATIVE, OUR VOICE
DEFINITION OF BRAND
/brand/ a category of products that are all made by a particular company and all have a
particular name., :particular kind or type of something
Spin believes a brand is so much more then just that. More than a logo, tagline or
website we believe a brand exists in the very people that make up the culture of the
organization.
It is a conceptual way of thinking that defines a tangible and sensory way of being. More
than an object, its an action that touches every part of your company and engages each
sense.
It empowers and connects employees, clients, and consumers.
It is experienced and memorable. It becomes viral as users experience it, join
and pass it along.
USFS
Pure Reflection
OUR WHY
We believe people are of the land. And the land is our connection to the world and
therefore, ourselves
Through the Urban Connections Initiative
We are committed to developing and delivering relevant community oriented
programs to tribal and underserved urban populations
What images express the core idea of the brand today and in the future?
The personality of the brand expressed in a visual framework
INTERACTIVE SESSION
USFS
Pure Reflection
OUR NARRATIVE
THANK YOU