Shedd Aquarium

The challenge: The aquarium had recently rolled out a new vision, mission, and set of values, but department communications were siloed and there was a lack of clarity on how to establish a cohesive narrative.

The insight: While the new framing was strong, the organization needed to build consensus around how to effectively evolve the brand’s content, tone, and language and ultimately drive change.  

The solution: We selected a set of exercises to clarify what’s working and what’s not working in the current communications and move in the direction of a newly refined approach to communications.

My role: After doing an audit of Shedd’s communication materials and brief landscape analysis, I arrived at a preliminary set of suggestions for how Shedd might further distinguish itself in the field. Along with another strategist, I then co-created and co-led a workshop with about a dozen stakeholders across departments and the CEO to build a consensus; practice how to start shifting the content, tone, and language; and most importantly, how to keep the audience and call to action front of mind.