Redefining a livesaving organization

Redefining a livesaving organization

I helped MDA discover a new way to talk about itself.

When MDA cut its longstanding ties with Jerry Lewis, it lost a big part of its identity. And as they broadened their focus to include a wide range of neuromuscular diseases, the organization found it increasingly difficult to define their mission.

In part inspired by MDA's longtime association with Harley-Davidson, I helped develop MDA's new freedom brand strategy — positioning the organization as a leader in the fight for the independence of kids and adults affected by all kinds of debilitating muscle diseases.

MDA splash page
MDA splash page

mda.org

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