Acumen
Brand Strategy: James Wu with Johnson Banks
Manifesto: James Wu and Jacqueline Novogratz with Johnson Banks
Visual Identity: Johnson Banks
Website Design and Development: Briteweb
Office Design: Atema Architecture
From 2011-2013, James Wu (Studio Tomo’s Founder and Managing Director) was serving as Head of Branding and Creative Direction at Acumen and was tasked to lead the organization through a comprehensive rebrand. James called on the London-based branding agency, Johnson Banks, to reimagine the Acumen brand, then hired Briteweb to bring the new brand to life through its website. The cornerstone of the rebrand was the Acumen Manifesto, which James wrote alongside Acumen Founder and CEO, Jacqueline Novogratz, with support from Johnson Banks. The Acumen Manifesto has served as a moral, cultural, and operational compass for the organization and its global community of social innovators, solidifying Acumen’s position as a thought leader in the worlds of international development, social enterprise, and impact investing.
Check out Johnson Banks’ full case study to learn more.
Acumen Academy
Naming: James Wu and Acumen
Brand Strategy: James Wu and William Charnock
Verbal Branding and Copywriting: James Wu, William Charnock, and Acumen
Visual Identity: Graham Wood
Six years after leading and launching Acumen’s rebrand, James (having since founded Studio Tomo) was hired by their Chief Marketing Officer, William Charnock, to support the launch of Acumen’s new leadership initiative, Acumen Academy. In addition to helping the team align on a name for the initiative, he helped develop its brand strategy and verbal brand, supported the creation of its brand book, and oversaw copywriting for its new website.
“I never thought we’d figure out our direction and place in the world through a branding exercise. But, we’ve been led to a place where the soul meets the bone.”
— Jacqueline Novogratz, Founder and CEO, Acumen
“Love this Acumen manifesto, changing the way the world tackles poverty by investing in companies, leaders, and, ideas.”
— Richard Branson, Founder, Virgin
“James is a unique talent and a pleasure to work with. In my work with him I saw an incredible listener. Someone who was able to hear many different perspectives and still come forward with a clear and singular vision. He was able to build support for that vision and take input that made the work stronger. In James I see a passionate and enthusiastic strategist. He is able to see the strength of what 'is' but also imagine 'what could be'. He is not afraid to have a strong creative point of view and, if necessary, get down to the copywriting and art direction himself. As an agent of change, he is also able to galvanize others around his ideas, even those who disagree with him. He makes them want to be part of the future he’s identified.”
— William Charnock, Former CMO, Acumen