- Creative Direction
- Brand Development
- Website Design & Development
- Magazine Design
- Content Marketing Strategy
- Michelle Bashaw
- Ben Callaghan
- Louisa Handle
- David Louden
- Joe Philippon
- Database-driven Flash elements
- Custom Content Management System
- Search Engine Optimization
- Google Analytics
- XHTML Compliant
“ Our brand is tied intrinsically to our organization's mission and philosophy. The importance of unifying how we present ourselves to the world and the impact we have is paramount to our growth. Working with Fathom, we were able to express our brand in the most intriguing and authentic way, leading to more fruitful opportunities for us and our artisans. ” - Colleen Pendleton / Sr. Director, Program Services, ATA
What happens when changing the world changes you?
As stewards of sustainable economies, Aid to Artisans (ATA) exists to help others thrive. Their work takes them to all corners of the globe, from Sub-Saharan Africa to Central Asia, helping marginal or at-risk artisans create profitable businesses from their handmade crafts.
When ATA reached out to Fathom, the organization was at a turning point. They had outgrown their marketing approach, particularly the website, and needed a more effective way to attract the attention of market-savvy designers and product development experts. They also were facing a change in the organization as its popular magazine, Hand/Eye, was leaving ATA to set up shop on its own.
ATA saw the internal changes as an opportunity to take a fresh look at how the organization was presenting itself. The primary goal for marketing was to attract industry leaders to work with budding entrepreneurs. It was clear to Fathom and ATA that the artisans' success needed to take center stage. This approach was not a marketing positioning. Sharing the impact of ATA through those they serve was the most powerful and authentic way to evolve its brand.
With a clear line of sight, Fathom was free to explore creative directions. The resulting new brand expressions, both online and in print, represent the spirit of the artisan, using bold statements and imagery to evoke the heritage and potential for viability that is found in their communities. Nods to the artisans and their work weave in and out of the design and color palette, yet the business of craftmaking is always the connection point to ATA's purpose.
The new website was the primary launching pad for ATA's new brand approach and marketing strategy. The features of the website have allowed ATA to connect artisans to new markets and new markets to artisans. Profiles of the artisans and information on the organization's world-class programs, from training on eco-effective processes to making a profit, are front and center to communicate ATA's unique value. Since its launch, ATA has seen a growth in commercial accounts (importers, designers and other industry partners), expanding its network two fold.
Concurrently, ATA created a new magazine titled "Maker to Market" to replace Hand/Eye. While Hand/Eye supported cultural heritage, Maker to Market, as the name suggests, draws a straight line from the artisans to their impact on the world. Having alignment with the brand freed up the publication to more closely communicate the organization's mission and pique the interest of funders and supporters. The recipient of six design awards and beneficiary of a fervent fan base, the magazine has become an integral component of strengthening the brand and creating more partnership opportunities for ATA.
Like the artisans they serve, ATA needed a solid, sustainable foundation for their brand and marketing vehicles before they could further evolve. The organization continues to be challenged daily with the constant unpredictability of global economies. What remains constant is a brand rooted in progress, one that imbues vitality and energy into their mission and, ultimately, into the artisans who prosper under their guidance.Back to Top