A.D.D Project​​
The A.D.D Project is a Danish Transformation project that launched 3 years before AI went mainstream. It offers transparent and inclusive frameworks for policymakers innovating with AI - www.algorithms.dk
Services
Deliverables
Brand Communications
Content Strategy
Stakeholder Workshops
Communications Strategy
Brand Voice Creation & Story Guidelines
Challenge
Transform the dull and abstract topics of AI and public policy to create a message that resonates with the general public and translates into PR.
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Warned that branding was unpopular in academia, I positioned this brand communications project as an ‘outreach impact strategy’ to get initial by-in from six different university's Heads of Research.
The word brand was not used once.
Process
During three workshops, I led the researchers through values framing, persona creation, and impact-led story-telling.
As this project aimed to sell ‘AI for good’ - years before it was mainstream - I used the Hero’s Journey to develop personas that represented the project’s target audience and its critics.
This brought the project to life and formed a simple communications strategy that everyone liked and could adapt.
Solutions, Results & Impact
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Unified the project’s narratives for key stakeholders with clear storylines.
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Developed simple Brand Story Guidelines to onboard people working on the project.
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Devised story-led external communications guidelines for PR and media relations.
Client Feedback
​“Kate took the time to understand the complexity of our research and why it mattered. She transformed our work and made it clear, simple to understand, and communicated meaning. Academics are very wary of things like branding but the way Kate flipped it as ‘storytelling’ was brilliant, and brought everything to life."
Alf Rehn, Professor of Innovation, Design, and Management, University of Southern Denmark