Case Study|Brand Experience Design

Institute for Humane Studies

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Empowering Free Speech, Fostering Higher Education and Assisting Academic Faculty With the Institute for Humane Studies.

IHS Needed a Strategic Plan to Back Their Big Ideas.

The Institute for Humane Studies (IHS) is a non-profit organization working with students and faculty across the country to promote the study and advancement of free speech, open inquiry and intellectual diversity. IHS educates students and recent graduates on the principles of freedom in their careers as well as connects members with like-minded individuals and potential career opportunities. They also support future and existing faculty around the world through grants, mentoring programs, placement support and policy research seminars.

IHS aims to help place aspiring faculty into funded academic roles and disciplines at top universities. However, the pace of growth in IHS’s academic pipeline had been far too slow to achieve the magnitude of impact they desired. IHS needed help to establish a portfolio of projects to close academic talent gaps and set the stage for longer-term sustained performance.

We Enhanced IHS's Current Offerings and Created a Powerful Plan for Success.

Veracity stepped in to broaden strategies for growing IHS’s academic talent pool and placement of faculty across its network of university partners. We also established program governance and provided project management support to implement a well-managed portfolio of projects aligned with talent management and placement goals.

Veracity established a portfolio of projects, which spanned across a broad scope of foundational dependencies and horizontal support areas, including:

  • Customer Experience Management (CEM)
  • Brand & Marketing Strategies
  • Data Management
  • IT Capabilities
  • Partnerships and Relationship Management Strategies
  • Events & Outreach Programming

Our project team developed several key artifacts to help inform IHS’s 2018 Annual Strategy and Investment Planning, including:

  • Stakeholder & Audience Interview Guides
  • Interview Findings
  • Student & Faculty Empathy Maps
  • Audience Touchpoint Matrices and Pain Points
  • Future State Opportunities
  • Roadmap of Recommendations

Through in-depth analysis we were able to identify gaps in the existing audience experience leading to negative impressions or missed opportunities, then provided methods to improve those areas, as well as defined new areas of opportunity. Our service was the foundation for IHS’s desire to ‘Test and Learn’, an initiative to implement prototypes to improve overall audience engagement.


Through an iterative learning process and human-centered design thinking methods, we proposed new viable service offerings, identified what IHS’s audiences value most, discovered which initiatives needed change and provided detailed roadmaps of how IHS can accomplish their business goals. We helped IHS express their value to members, then equipped IHS with the strategies and deliverables to take action. We helped IHS ensure relationships with members are lasting, meaningful, and work to promote the advancement of freedom.