JSTOR
Branding an AI-assisted platform to bring uniquely human endeavors to light

Award-winning, Responsible Use of AI

Over 90% of digital scholarly research materials—journals, art, books, etc.—lack metadata essential for discovery. Now, libraries and archives can bring them to light 170% faster with Digital Stewardship Services. Awarded for its responsible application of AI, the new platform ensures users maintain professional oversight and scholarly rigor.

Early Product Results:

  • 13+ million (and quickly growing) items processed and managed

  • Awards for best use of AI in digital collections: Bronze Anthem Award, and C.F.W. Coker Award


Branding the Product

Step 1: Discovering Why It Matters

To start we needed to understand the real opportunity for audiences and how it aligns with our product vision. For insights, I reviewed feedback from qualitative studies with practitioners. Also, I conducted info-gathering interviews with internal stakeholders who work closely with our core audiences. To build alignment and consensus, we mapped stakeholder mindsets, "must-haves," and concerns.

My role: I led the internal stakeholder interviews and assisted our UX researchers with qualitative studies. I co-led the key stakeholder alignment process with the marketing leader.

Step 2: Establishing Brand Architecture

Parent brand and three product brands. All with strong equity and engaged communities.


We weighed three approaches:

Standalone brand:
A new brand under ITHAKA would require resources and time to build recognition from scratch, undermining our goal to be first to market.

Sub-brand:
A new JSTOR sub-brand risks creating ambiguity about the connection between stewardship and discovery (potentially compounding market awareness/confidence issues already in play).

The solution: Integrate into JSTOR brand to:

  • Directly tie stewardship to discovery

  • Create a powerful story with JSTOR as the essential tech-driven solution for academic librarianship and the 81+ million researchers on jstor.org annually

  • Modernize the legacy brand and elevate JSTOR’s ongoing technology leadership


My role: I created and presented three options and proposed a solution. The solution was approved by leadership. And, I presented and socialized the solution for leadership and cross-discipline teams.

See more: JSTOR brand refresh and web design

Step 3: Naming

The product name, Digital Stewardship Services, is based on a deep understanding of the work and jargon of our library and archive audiences.

The name for the AI-assisted tool, JSTOR Seeklight, is intentionally inspirational. It creates a bridge between the librarians’ goal to bring materials to light and the goal for researchers: to build a deeper, evidence-based understanding of the world.

My role: I led the naming strategy and selection of external naming agencies in collaboration with the marketing leader. For implementation, I collaborated with the legal and internal systems teams. I presented to leadership, and socialized the names and nomenclature to the wider organization.

Step 4: Messaging and Storytelling

The JSTOR messaging source of truth is a living document that guides all Stewardship storytelling. It is a carefully crafted tool for efficient and accurate writing. It aligns messaging for cross-discipline teams such as marketing, thought leadership, sales, and product education.

My role: I managed the copywriter and editor, and ensured accuracy via collaboration with product, sales, and marketing leaders. I launched and socialized the resource to internal teams.

Step 5: Design Refresh

See the JSTOR brand refresh and new marketing website case study.

Results:

External Positioning:

  • The JSTOR brand now stands for research discovery plus scholarly collections stewardship

  • JSTOR has renewed relevance in tech leadership

Internal Processes:

  • Efficient, consistent, and accurate storytelling via the messaging source-of-truth tool

  • Clear nomenclature aligns external communication with internal systems, sales, and legal teams

The Numbers:

  • 300+ institutions worldwide use Digital Stewardship Service

  • 40+ charter members use JSTOR Seeklight

  • 13+ million items processed, preserved, managed, and shared


Role Summary

Brand architecture

My Role: I led the brand architecture discovery, proposal, and presentation alongside the marketing leader. I supported the UX team for qualitative research and gathered and assessed insights from key stakeholders. And I presented and socialized the solution for leadership and cross-discipline teams.

The Team: Marketing leadership collaboration for brand brand architecture discovery, proposal, and presentation; research team for qualitative surveys; organizational leadership for final decision.

Naming

My Role: I led the naming strategy and the selection of the external naming agency in collaboration with the marketing leader. I worked with legal and internal systems team for implementation. I presented and socialized the naming for leadership and cross-discipline teams.

The Team: Marketing leadership collaboration for external naming agency recommendations; user researchers for qualitative surveys; organizational leadership for final decision.

Messaging Framework

My Role: I led the messaging framework project planning and informational interviews with internal stakeholders and assessed insights from qualitative interviews. I managed both the copywriter and copyeditor. I presented and socialized the final framework for cross-discipline teams including marketing, education, and product teams.

The Team: Research team for qualitative surveys; internal stakeholders for insights; copywriter and copyeditor for final messaging document; product marketing specialist for review and approval.