Market Research
Audience Insights
Brand Strategy
Brand Identity
Positioning and Messaging
Consulting

As people of color

Within four months, we built a brand architecture that unified the four brands taking into account the overlap and differences of each of their audiences.

As a family of brands that support people of color from kindergarten through careers and entrepreneurship with a wide range of stakeholders, including educators, administrators, corporations, policy makers and venture capitalists we chose to use the people at the center of it all as the catalyst for the story.

We proposed a brand strategy and three identities that connected them through words and creative direction.

Option 1

Option 2

Option 3

The Kapor team opted for option 1, and as part of the engagement, we provided them with a brand book for each entity with audience profiles, personas and brand guidelines that could be used to direct future marketing efforts.

Working with Tote + Pears was a transformative experience for us at Kapor. They helped us realize the power of leveraging brand equity across our entities, creating a unified, compelling narrative that resonates deeply within our communities. This collaboration has set a new standard for how to approach branding and marketing strategy.

Jeanette Jordan, Chief Marketing Officer, Kapor Enterprises, Inc.

Explore our work

American Express

Arizona State University