With over 100 years of a proud history of human and civil rights advocacy and a proven track record of success progressively moving culture forward, the National Urban League @naturbanleague sought the services of Fortell Communication in reimagining how the brand, its employees and donors stylishly express and grow awareness of its rich heritage.
From research and merchandise direction inclusive of vision gathering with their leadership inclusive of current National Urban League President and former mayor of New Orleans, Marc Morial to design, production, fulfillment and demand creation, Fortell Communication oversaw and spearheaded the launch of “Fashionably Empowered” ( www.fashionablyempowered.com ) as the central portal for merchandise related to National Urban League and its namesake derived from the National Urban League tagline of “I Am Empowered”.
Heritage mining of the rich culture of National Urban League set the tone and informed design and marketing direction from the start. A Go-to-Market strategy that aligned with the brands calendar of events was integral for introducing the new look of the National Urban League.
With a vision of creating an experience that was both gender friendly and age demographic appealing, we crafted the product component to be representative of both the young professional division of National Urban League and the elder established professional division, The Guild.
As the product was ready for market with high anticipation, Fortell Communication employed a highly curated influencer seeding strategy to harness heightened interest and exposure.
Fortell Communications’ solution to the task by @naturbanleague has shaped the current style direction of this historic organization and the product has been enlisted in gifting efforts, donor incentive methods and leadership representation since introduction in 2016.
National Urban League