A “Break Through” for BrandExtract and Genesys Works

May 21, 2007

Genesys WorksThe story here is how one can help another. In one instance, it is about how Genesys Works, a 501(c)(3) not-for-profit organization that trains and employs high school students to perform technical services for major corporations, enabling economically-disadvantaged high school students to enter the economic mainstream by providing them the knowledge, work experience and certifications required to succeed as technical professionals. In another, maybe less life-altering but, nonetheless, important, instance, it's about Genesys Works looking to BrandExtract to help them launch a strong Brand to attract attention, boost awareness and help support Genesys Work's efforts to make a major difference - a vital breakthrough - in young people's lives.

Genesys Works, at that time Genesys ITS, approached BrandExtract for assistance in revitalizing their brand and provide a new branding strategy to reach their three targets - students, corporations and donors. BrandExtract responded with a plan that included a new name, new tagline (Break Through), and a suite of materials designed to communicate effectively across all touchpoints.

"Genesys Works resides in a unique market space, operating between schools, communities and the corporate world," said Will Cunningham, BrandExtract's chief designer for Genesys Works. "They needed an execution that told their story of improving the lives of students through the corporate experience. By using business buzzwords to reference positive change and personal growth, we were able to effectively communicate that story."

On May 31, Genesys Works will be hosting an event that celebrates their 5th year of operation. They will be awarding Corporate Champion Awards to executives from Reliant Energy, El Paso Corporation and United Space Alliance, and opening remarks will be made by Houston Mayor Bill White. The event will culminate in a preview of the new PBS documentary "Breaking Through", which highlights the challenges in inner-city public education in light of today's global economy. The documentary presents Genesys Works as one solution that breaks the generational poverty cycle.

Said Rafael Alvarez, President of Genesys Works, ""BrandExtract not only helped but led the charge in redesigning our whole brand, including changing our name, logo and identity. That, along with the collateral materials they produced, is a critical part of the foundation that will allow us to expand our model not only in Houston but to many cities nationwide in order to change the lives of thousands of young people".

The synergy creates by the merger of BrandExtract and Genesys Works seems to have worked extremely well to create the exact Brand that Genesys Works needed, and helped further their efforts to Break Through to students, corporations and donors.

"In my thirty years in the corporate and non-profit world, I am pleased to say that the talent and generous spirit that exists at BrandExtract exceeds any in my experience," said Kaye Patterson, Executive Director of Genesys Works - Houston. "It is a pleasure to engage their organization because it allows me the confidence to know that the people and the project will produce a WOW."

"Working with the designers at Brand Extract has been a real joy," said Alvarez. "Not only do they know their business well, they are not afraid to challenge the status quo and come up with creative ways to take us to the next level".

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