PAVILION

Pavilion (formerly CoProcure) is a civic technology platform that allows public agencies to buy goods and services from qualified sellers, regardless of size, across America. At a new stage of growth, CoProcure came to Big Human looking for a rebrand—and a rename—that added personality to the public procurement space.

After five years in the industry, CoProcure already had an established brand identity. As a member of the strategy team, it was my job to reconsider it with fresh eyes, working to collaboratively refine its audience and value proposition. The CoProcure team set the foundation with traditional market research, while we analyzed their findings to ensure consistency. We conducted a brand workshop and consolidated the exercise into the four brand pillars (and their divergent traits) that would go on to inform the new name, positioning and messaging strategy, visual identity, and the product design itself.

Speaking of that new name: crafting it involved a layered process that began with a series of naming workshops. These workshops were designed to extract the essence of what Pavilion represents—and to align it with its function as a welcoming gathering place, open to all. To ensure a name that held up, we established a scoring rubric that measured each option against a defined set of requirements. This approach, coupled with a round or two of voting, was invaluable in objectively evaluating the contenders.

Finally, one name took the cake: Pavilion. More than just a label; it became a clear reflection of the brand's essence and an embodiment of its purpose.

From a brand messaging standpoint, my outputs included an extensive set of tone of voice guidelines, informative and aspirational headlines, website copy, search bar call-to-actions, and audience-specific boilerplates. I also helped create templated language guidelines that the Pavilion team could flesh out with their own industry knowledge, including glossary terms, editorial rules, do’s and don’ts, and tone of voice by audience and user journey.

Roles:
-Research
-Naming
-Strategy
-Positioning
-Messaging
-Brand Guidelines

Agency: Big Human