Nel Communications
Alkemio
Index
Branding House
Dream - The Why, The higher purpose
Promise - The 'what' of the brand house (on an emotional level).
What does ALKEMIO mean to her visitors?
Brand values - Who you are, how you behave.
The anchor values are embedded in the DNA of the organization. That's where you come from. The aspiration values guide the movement you want to make as an organization. The distinctive value is in line with the dream and is directly linked to the desired positioning.
Everything ALKEMIO does, says, makes, is, is weighed against these qualities and contributes to the dream and promise.
The Community
ALKEMIO = THE PLATFORM
Separating the ALKEMIO organisation from the ALKEMIO platform and brand: we distinguish between the ALKEMIO organisation (the board, the ops and dev team and its operations and strategies) and the ALKEMIO platform (the Community and its challenges and hubs).
Organisation = ALKEMIO foundation
The board/founders have formulated/approved the mission, the manifesto, and the operations strategy and the team implements it. We will no longer actively communicate the strategy it uses to the stakeholders, such as dividing the activities into different platform releases. We only communicate the functionalities to the current admin members of the different hubs and the new users, new themes, canvasses, and benefits to the prospects, and wider communications with the target groups as enhancers from the 'brand/platform’ ALKEMIO. This includes the challenge owners, the community, and its hub (products).
Brand Identity
The Community
The wide stakeholders, consisting of governmental bodies, humanitarian organisations, foundations, science, students and business, and investors need to be aware of the ALKEMIO brand and its functionalities, its impact. To allow the current pressing challenges and their owners and solution providers (sdg oriented) working in the different sectors to look beyond the boundaries of its own capabilities exchange information and find solutions and to enter into new partnerships.
Platform ALKEMIO and its products
ALKEMIO platform provides various products and services aimed at achieving the overarching goal. The products that ALKEMIO offers contain in addition to the promise of open innovation also includes aspects that support personal and organisational profiling. The products (partnerships) have value and appeal.
Audience/ Target groups / stakeholders
The governmental and non profit sectors are now the primary target/user group for the products (partnerships). That is where the change must take place and the products use cases must be purchased to grow the engagement on the platform. The secondary target group is Business development, corporations, and their foundations. The third ,is investors and the financial sector.
Source: stakeholder analysis and brand sprint
Brand
We believe
We need a digital platform to support working together on challenges. To achieve systematic change in how we work together on challenges requires inclusion and transparency.
By working together with our users, partners, businesses, researchers, and citizens every day we reveal the infinite potential of collaboration. This is the key to success.
Public values should be central. We love tech. But not how it is often used. We do not want data and digital tools to exploit people. Interactions should benefit public values, rather than commercial or other interests.
We enable change. We put our energy and capabilities into building a solid open-source platform, best practices and trusted partnerships to innovate, develop, collaborate and make progress together.
Alkemio is empowering society to succeed in working on challenges, together.
We invite all who support this mission to join the Alkemio community.
The Essence
Across all boundaries
Impact
ALKEMIO is open. You can engage with others and bring in or take out from the collective wisdom of the community. It's easy to access and you can find value in every interaction.
Open
You can change the way you work on online challenges to make a real impact on the topics you care about.
ALKEMIO is founded and operated by a purpose-driven team of professionals that values transparency and inclusion.
Inclusive
We believe great things are created when teams of diverse individuals come together and organize around a centralized challenge. We operate with purpose and without ego. Our approach to create impact is open. We work together with our users, partners, businesses, researchers, and citizens every day to reveal the infinite potential of collaboration. This is the key to success.
Our Story
- Purpose-driven
- Open Source
- Challenge Centric
- Living Community
ALKEMIO
- Commercial-driven
- Single use
- Organisation/buss first
- working in silo's
Others
visual style guide
Open
Inclusive
Community
Open
Montserrat is a modern, readable, general purpose and adaptable typeface
Color Codes
| name | RGB |
|---|---|
| Pacific Blue (logo) | #09BCD4 |
| Neutral light (bg) | #F9F9F9 |
| Blue Grey (bg) | #44546a |
| off white (bg) | #e0f5fe |
| darkblue (text) | #232342 |
| Light green (bg) | #eafoeo |
| Deep Blue (text) | #2d546a |
Photo
A mix between a digital platform supported by illustrations and foundation with a clear purpose supported by images and photos.
Photo & Icons
We have a variety of photos tailored to support the ALKEMIO brand strengthened by icons. Transparency = 50/80%
Icons
for Core Values
Campaigns
〞
Tone of Voice
We are optimistic, and down-to-earth. We operate with purpose and without ego. We give you our capabilities and energy.
〞
Tone of Voice
We are an international team, use European Tech. We work and write in American English.
Rational
Growth
The strategy to bring about the change and the community to put prospects, contributors, users, challenge owners, individuals, and employees to make them more aware and more proficient thereby increasing their capabilities at work in an innovation and development process.
Grow the community
-
To this end, a community has been established to which various types of parties have been invited and affiliated: a stakeholder analysis. Use current partners and their networks.
-
To achieve the open innovation mindset for (public) organisations and their employees it is necessary to look beyond the boundaries of one's own category and solutions and enter into partnerships. (like Partos/Public Spaces/ImpactAgency)
-
Therefore the focus of the ALKEMIO Team activities does not remain clearly on the current parties (governmental bodies) within the community. That is the target group to get engagement on the PLATFORM and where the change challenge lies. The other parties in the coalition are needed to make this change possible and need to be approach to grow the community.
1
Rational
From Unconsciously Incompetent to Unconsciously Competent
We segment ALKEMIO's coms activities on three layers, with each layer aimed at bringing the community to the ALKEMIO platform on their own level of awareness:
Touch
In this layer we connect, we see the faces of the hub, show how finding partners looks like for the community on a personal level.
Tell
We let the organizations within the community experience their unconscious incompetence in the field of open innovation. We tell their change story and their insights into the preconditions that are needed to enable open innovation within their organization and how ALKEMIO enables them to achieve that without any requirements – open source.
2
Sell
Here's where we show potential partners what ALKEMIO brings for them. We present use cases and prototypes/interations and their findings, their impact. We convey to them to invest in a hub, or mutiple, to really collaborate outside their silo. At this level, we fit in open innovation. We support projects and organizational changes that
are required for open innovation. We are moving towards unconsciously competent, reaching the goal of ALKEMIO: to grow !
Rational
Enticing Products
An important reason why organisations are unable to apply open innovation from within is that the transformation required for this has no support or leverage in the organization's KPIs. If the organization judges itself on the amount of sponsorship money it receives or the profit it makes, then innovation that does not focus specifically on this monetary aspect has no organizational value. And employees cannot 'score' with it either. We can, however, find other points of reference if we zoom in on the personal motivations of the employees at the organisation. Everyone wants to make a career, wants to be seen wants to make an impact. There are also profiling aspirations at the organisational level that we can tap into. If an organisation can 'lead the way' and set an example for the sector, then that has value. The service that ALKEMIO offers must therefore contain aspects that support personal and organizational profiling in addition to the promise of open innovation.
3
1
The ALKEMIO team offers products that are not only healthy but also tasty. Which also meets the short-term needs of the target group. For example, by handing out certificates/stars after participation on hub forums, and creating showcases. We need to communicate these benefits to convince people.
3
Removing barriers
Misconceptions and wrong expectations about ALKEMIO among target group: ALKEMIO team
will 'invent' innovations and 'give them' to us. The community is there to express intentions
and share best practices and the rest will follow naturally.
Removing limiting beliefs about innovation itself: you don't innovate when people's lives are at stake, innovation is something with difficult
4
Content component
2 and 3 messages should receive sufficient attention in the communication to have the substantive message come on its own. To support them the content of ALKEMIO and its narrative: being a platform built for everyone willing to solve their pressing challenges together, with others. Tech for good... to collaborate online.
2
In the communication towards the target groups and community, we must ensure that sufficient attention is always paid to these components (whereby we have so far mainly focused on the third - the substantive message of open innovation.)
2
Temptation / short-term satisfaction
Nobody wants changes. Even if it makes rational sense
to change. It causes a great deal of uncertainty, there will also be discomfort in any case and the question is whether I - personally and organizational level - eventually gets better or worse. Compare it with healthy eating. Even though I am rationally convinced of the enormous benefits in the long term, as long as it is not just delicious right now, I will not let go of my old pattern any time soon.
Shower of links
Manifesto / The essence
why
when
- Logo
-
Font and colourcodes
-
Icons
-
Boilerplate
-
Visuals
-
One Pager template
-
PPT template
-
Explainer Video (demo + intro) (€)
-
Banner
-
Give Aways (€)
-
Signature
-
Tone of Voice
-
Keywords (names, terms and definitions)
who
How
CRM
Shower of links
Communication materials
ALKEMIO owned
News/blog posts (1 p month min)
Newsletter (11 p y)
Campaign (STT) (€)
Whiteboard animation video (€)
OnePagers (3, inv, partners, individuals)
Website = wiki for information seekers
Events – focus on elevate the contributers and grow using their network. Small/short sessions. (€)
External
Newsletters
Campaign (€)
Events - Connect more with partners + their channels
How
Thank You!
Sources:
Polycentric: Message House Alkemio 2021
https://jamiecatherinebarnett.medium.com/your-must-have-core-messaging-framework-a-guide-for-high-tech-startups-6eb39a6d0864
https://www.coosto.com/nl/blogs/zo-maak-je-een-message-house-voor-je-contentstrategie