PLACE Builders

Overview

PLACE (Pava LaPere Award for Cultivating Ecosystems) Builders is a fellowship program empowering change-makers to catalyze more equitable entrepreneurial ecosystems. I worked with Forward Cities and Ecomap Technologies to give the new fellowship an identity of its own, then helped introduce the program, its inaugural cohort, and the mentors behind it.

Challenge

PLACE Builders was born out of a partnership, which meant there were already two established brands in the room. We needed to create something new without losing the connection to the organizations behind it. Most importantly, the launch needed to introduce people to the fellowship created in honor of a beloved member of the ecosystem building community, the late Pava LaPere.

Strategy

The idea that kept coming back was Pava’s love of place. We used that as a starting point for the visual identity, bringing elements of both partner organizations into a bold new mark. From there, I carried that idea into the promotional work and storytelling around the launch. Instead of simply announcing a new fellowship, we put the people at the center: the inaugural cohort, their work, and the mentors helping them along the way.

My Role

I led marketing and communications across strategy, content, design, and community engagement. I created the brand, managed social media and the editorial calendar, wrote newsletters for different audiences, designed website pages and educational materials, created videos and livestreams, developed event and partner campaigns, produced entrepreneur stories, and worked closely with content contractors, community partners, internal stakeholders, and funders.

Results

Created a distinct visual identity that brought together two partner organizations while giving the fellowship its own personality.
Launched the fellowship with coordinated marketing campaigns and promotional materials.
Built visibility around the inaugural cohort and mentors through storytelling-focused campaigns.
Established a recognizable visual and communications presence for a new fellowship program.