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PORTFOLIO PROJECT

PBDG

PBDG, or the Professional Business Development Group, is a BIPOC-founded, BIPOC-led regional trade association and charitable foundation based in Portland, Oregon. Dedicated to elevating and advancing minorities and women in construction, with a focus on BIPOC- and AAPI-owned businesses, PBDG delivers the training, mentoring, and advocacy that allow PBDG members to compete toe-to-toe in a White-male-dominated field.

Founded in 2014, PBDG and its programs serve an engaged community in the Portland Metro area. In the face of rising inequity as White nationalism sweeps the nation sparking increasing incidents of microaggressions, discrimination, and hate-crimes on-the-job, PBDG's work has never been more important.

 

This perspective was at the core of our initiative. Our goal: to elevate PBDG’s brand and presence by refreshing its look and feel, while burnishing its voice and tone across key communications, thereby allowing senior leadership to more effectively court high-ticket donors in an important, revitalized development effort.

CLIENT ::

PBDG

 

SERVICES ::
Research + Discovery, Communications Strategy, Concepting, Copywriting, Copyediting, Reporting, Writing, Fact Checking, Content QA
 
CHANNELS ::
PR, Email, Print, Digital, Live Events
 
APPROACH ::
Inspirational, Strategic, Editorial, Collaborative, Member-centric

PBDG :: MORE

After an in-depth research and discovery period that included a communications audit, an asset audit, and numerous interviews and conversations with PBDG senior leadership and directors, we finalized our strategy and got to work. 

Taking inspiration from PBDG’s deeper purpose, and using PBDG’s legacy logo as a springboard, we introduced visual elements and backdrops built on a geometric color-field. These elements were inclusive to the arrow of advancement (within PBDG’s existing logo, which was to remain unchanged), while also nodding to the traditional analog tools used in architecture, engineering, and fabrication. 

 

Simultaneously, we expanded and modernized the brand’s color palette, giving it more depth, breathing room, and inherent interest. This also opened the way for the creation of graphics and templates that felt more sophisticated than what the brand had previously produced. 

PBDG :: MORE

In parallel, we elevated the brand narrative, introducing well-reported member stories, and overall better story craft, with a clean and distinguishable clarity of purpose, vision, mission, and organizational details. These changes were folded into targeted communications, from press releases to newsletters to direct email and other designated marketing and event collateral. 

Finally, as part of our overall strategy, we revisited and revised certain internal marcom processes in order to streamline workflows, maximize efficiency, increase visibility, and add necessary check-points while subtracting those that had become redundant or outdated.

In the end, we delivered a simple, compact, yet effective solution to our original challenge — an effort, and results, that elicited excitement and approval from PBDG’s ED, president, and directors.

ADDITIONAL SAMPLES AVAILABLE ON REQUEST

From name brands to small businesses, from cause-based nonprofits to
specialized firms, I serve a wide range of B2C, B2B, and DTC clients
delivering custom content for all channels.

 

My work spans video, print, radio, OOH / outdoor, in-store, digital, web, and social.
My clients span professional services, consumer goods, food and beverage, spirits, confectionery, beauty, adornment, baby, pet care, outdoor/sporting, insurance, education, science, and technology.

Samples from my full portfolio are always available. Just ask.

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How can I be of service?

BLAED  SPENCE

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