CASE STUDY

BACKGROUND

Founded in 2007, The Copyright Alliance (CA) is a nonprofit, nonpartisan organization that represents artistic creators across a wide array of copyright disciplines. With institutional members including over sixty trade organizations, associations, unions, companies, and guilds, CA represents millions of individual creators.

     The organization directly collaborates with more than twenty-three thousand individual creators and small businesses across industries such as writing, composing, recording, journalism, filmmaking, graphic arts, visual arts, photography, software development, and more. Key trade members include the Motion Picture Association, Recording Industry Association of America, Professional Photographers Association, and National Association of Broadcasters.

     In 2016, the Copyright Alliance engaged BlueFusion Creative & Marketing Group to update its brand and website.

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PROCESS

BlueFusion worked closely with the Copyright Alliance's leadership team to craft a new brand strategy that would resonate with its varied stakeholder audiences, including creators, entertainment companies, professional sports organizations, trade associations, federal and state lawmakers, U.S. regulators, and the U.S. Copyright Office.

     The rebranding effort began with a redesigned logo featuring a clean, contemporary design intended to stand out in the marketplace. To ensure brand consistency, BlueFusion developed a comprehensive Brand Standards Guide and updated all print and digital marketing materials.

     A key component of the rebranding was the redesign and launch of CA's website, copyrightalliance.org. The new website boasted an attractive design, an easy-to-navigate user interface (UI), and valuable content. Additionally, BlueFusion designed a series of print and digital member marketing materials and produced videos to further engage and educate members and stakeholders.

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RESULTS

Since the rebrand and website relaunch, CA has enjoyed higher profile visibility within the creator community, among entertainment companies and associations, and on Capitol Hill. The new website experienced a substantial increase in traffic, and social media engagement saw a marked uptick. CA also created an individual creator membership category, further expanding the organization’s reach and impact. Moreover, CA welcomed several high-profile members, including Netflix and the National Basketball Association, underscoring the success of the rebranding and website strategies.