MDA
I helped MDA discover a new way to talk about itself.
When MDA cut its longstanding ties with Jerry Lewis, it lost a big part of its identity. And as they broadened their focus to include a wide range of neuromuscular diseases, the organization found it increasingly difficult to define their mission.
In part inspired by MDA's longtime association with Harley-Davidson, I helped develop MDA's new freedom brand strategy — positioning the organization as a leader in the fight for the independence of kids and adults affected by all kinds of debilitating muscle diseases.
After rolling out their new brand strategy, the MDA doubled their funds for drug and clinical trials and increased by 50% the families they support.