Articulating a Vision, Brand Strategy and Messaging for a New Innovation Platform Model
Innovation Ecosystems, Accelerators, Incubators, Food & Beverage
Type of Work
TRANSFORMATION REQUIRES SYNERGY
The food industry is going through a period of disruption. The siloed industrial system that has sustained society for the past century doesn’t reflect today’s interdependent food system, and is no longer providing the abundance, access or nutrition necessary to sustain a healthy global population or environment. Meanwhile, an innovation gap exists between (A) large companies with significant resources and know-how – who aren’t nimble enough to identify nor exploit new ideas – and (B) smaller, more nimble companies that are able to bring disruptive ideas to market – but struggle to scale. Achieving real transformation in today’s food system will require the synergistic access, collaboration and cross-pollination of a broad, integrated ecosystem community.
A NEW INNOVATION ECOSYSTEM MODEL FOR TODAY’S FOOD SYSTEM
MISTA is a San Francisco-based innovation platform run by seasoned food industry and innovation experts. With its hyper-connected ecosystem composed of founding (larger corporate) and startup members, a multitude of service, product and funding partners, and community, government and organizational affiliates, MISTA had set in motion a unique vision and model perfectly designed to empower its members to innovate brilliantly and fearlessly. With an infrastructure and ecosystem unlike anything else out there – the MISTA team needed to clearly articulate its vision, value proposition, promise and benefits, and deliver it in messaging targeted to different audiences and in broadly different contexts. As an active partner agency within the ecosystem, Trinity was engaged to develop a strategic brand platform for MISTA and express that platform through messaging and the design and copywriting of communications and collateral.
TAKE STOCK, DEFINE, PRIORITIZE & ARTICULATE
To clearly define MISTA for its key audiences, it was necessary first to start at the beginning. Trinity helped the MISTA team to articulate its vision, the foundation upon which we then developed MISTA’s unique value proposition and brand promise. With innumerable benefits and reasons to believe available to the brand, we helped the team take stock and identify the most compelling and important ones that would serve as the brand’s messaging pillars. From there we drafted key messaging for each of MISTA’s member audiences and created a prospectus and other communications pieces. Our partnership provided MISTA with the tools it needed to explain to the world and its members exactly what makes MISTA unique, significant and absolutely essential for transforming the food system to meet the needs of the future.
North American Location
Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)