Situation

In 2020 Randy and Irene Law were at an important crossroads.

After decades of each independently leading corporate research and overseeing operations, finance, and HR roles, they were ready to redesign their personal and professional paths and begin a new data analytics consultancy together. They imagined a more independent future, one supported by work that really mattered, and thus Analytics & Insights Matter, AKA AIM, was born.

It was important that AIM reflect the passions and expertise of both Randy and Irene. Defining what that meant and how it might come together with a distinct value proposition took thoughtful facilitation and a willingness on Randy and Irene’s parts to be vulnerable, open and self-reflective.

What We Did

We love championing organizations of all shapes and sizes who want to channel purpose and talent into making a more meaningful contribution. Facilitating AIM to launch their plans was such a pleasure! RBA spent time with each of Randy and Irene individually and together, as well as with colleagues who know their work directly. We interviewed past clients, delved into the competitive landscape, and defined the roles that each partner would play in AIM’s new offering. Deliverables for AIM included a Brand Blueprint and Message Framework that together articulate a clear and differentiating value proposition that sets AIM clearly apart from other data analytic companies. With that strategic work firmly in place we also supported the new brand with logo design, tagline, and an graphic identity package - plus a whole new website they are delighted with.

Outcome

Once the Laws were able to articulate the kinds of work they most wanted to be doing together new opportunities naturally began to fall into place. Their newfound focus enabled them to concentrate on attracting purpose-led organizations needing data-informed insight to achieve their goals. Within just a few months AIM landed two large contracts with the City of Denver to complete a Behavioral Health Needs Assessment and an Anti-Stigma messaging campaign that would run city-wide. Their award-winning work quickly provided new visibility for subsequent projects in Denver and across the U.S. Now they love the work they are doing together and feel confident about their ability to focus on what they most want to be doing. To take a closer look at the brand we created for AIM visit analyticsandinsightsmatter.com