our approach

The primary goal was to elevate AWI as a leading authority in workplace investigations, attracting new members while retaining existing ones. The project aimed to foster a sense of community among a broad demographic of professionals, including attorneys, human resources managers, and private investigators. In addition, it focused on expanding AWI’s reach in new markets, ensuring inclusive representation, and aligning the brand’s visual and verbal identity with its mission.

Edition Studios approached the project by conducting a deep discovery phase, resulting in a clear understanding of AWI’s vision, challenges, and target audience​. Key elements of the project included:

• Brand Identity: A modernized logo suite and brand color palette that reflects professionalism and inclusivity. The brand tone is professional yet uplifting, designed to build confidence and trust. We used Helvetica Now and Area typefaces to create a clean, authoritative, yet approachable feel.

• Web Design: The website was restructured to improve user experience and navigation, focusing on making resources and educational content easily accessible. The web design emphasized simplicity, concise CTAs, and a strong content hierarchy, with resources positioned as the primary value for members.

• Messaging & Tone: Messaging was refined to be more outcome-oriented, highlighting AWI’s expertise in workplace investigations while being calmly motivational. A tone of voice that is inspiring and knowledgeable was established to resonate with both new and long-standing members​.

• Marketing Strategy: We developed a comprehensive content strategy that included long-form educational materials, social media engagement, and targeted outreach across multiple channels, including LinkedIn, email, and PPC campaigns. Messaging focused on AWI’s value as a trusted resource for professional growth and knowledge sharing​