Aileron

Founded on the belief that small businesses raise the quality of communities, Aileron helps business owners improve their professional management so they can lead with competence and confidence, increase team satisfaction, and build sustainable, thriving organizations. In supporting America’s small business owners, Aileron changes the lives of families and communities across the nation. Aileron asked us to elevate their brand positioning, messaging strategy, and visual identity to align with the services they offer their clients.

Industry

B2B
Nonprofit

Services

Brand Positioning
Audience Messaging
Brand Identity

Brand Positioning Strategy

While Aileron offers brand positioning as a service to its small business clients, we agreed that it would be a great exercise to run through themselves. Collaborating with the Aileron marketing and leadership teams, we combined the best of Nonfiction's and Aileron's positioning strategies into best-fit solution for Aileron.

The What, How, Why, and Brand Promise statements below barely scratch the surface of the work done and the strategy created, but they represent the highest-level outcome of the positioning strategy.

Visual Identity

Using the positioning strategy as our north star, we explored 3 creative visual identity concepts. The chosen concept was titled Field Guide. It positions Aileron as a trusted guide through the complex journey and process it takes each small business and owner as they learn news skills, empower themselves , and shape the future of their businesses. The visual identity brings this to life via cues from field notebooks, directional symbols, and a heavy grid system – all of which work well for marketing and their client-facing workshops.