Amana
Colonies Project: B2B Positioning Platform
Industry: Self-Sustaining Practices
Audience: East Amana, High Amana, Middle Amana, South Amana, West Amana, and Homestead.

For more than 150 years, Amana Colonies has preserved a culture of craftsmanship, community, and self-reliance. To engage a new generation while honoring its heritage, the colonies partnered with us to create a unifying brand strategy that connected each business and colonist under a single voice and unifying purpose. Context • Define a unifying idea connecting all colony-crafted goods.
• Transform heritage into a relevant, contemporary narrative.
• Express the human care behind every product and experience.
• Create a shared voice across products, communications, and place.
• Build a platform capable of enduring for generations. Criteria

Narrative
Platform The Amana brand remains true to rich traditions of quality, uncompromising craftsmanship, community living, an genuine hospitality that have made Amana products truly special since 1855. Brand Promise

Enduring Quality Pillars Making it better than it has to be. Community Living Community, cooperation, pride create lasting quality. Uncompromising Craftsmanship Creating products people use, and treasure. Genuine Hospitality Amana gives you a feeling of warmth, community, and comfort.

Amana Made Foundation Idea Reflects crafted goods with enduring care, craftsmanship, and shared human value since 1855.

Welcoming, Fairthful, Enduring, Industrious, Authentic Character The brand reflects a welcoming, faithful spirit built on enduring commitment, industrious craftsmanship, and authentic care grounded in integrity .

Creative
Strategy Our concept adds 21 grams to every colony-crafted product, turning care, heritage, and human touch into a shared story across all touchpoints. Concept Development 21 grams of soul

Identity Development In collaboration with writer Carol Henderson, a voice rooted in metaphor and meaning took shape, balancing warmth and wit across history, craft, and community. Copy Tone

Photography Selection We chose photographer Jim Henderson for his human-centered lens, capturing Amana Colonies’ warmth, authenticity, and everyday moments.

Engagement Applications We created a positioning guide, combining narrative and photography to shape brand expression across products, people, places, and experiences. Positioning Guide

We developed video design that brings the Amana Colonies narrative to life through motion and photography, translating the brand’s story into expressive visual moments. Video Design

Through the “Amana Made” narrative and a unifying brand roadmap, we elevated their communications and reintroduced the colonies with renewed purpose.

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