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When MAPS came to Teal for its 40th anniversary campaign, the team had about 30 days to build a brand extension for an organization that had spent four decades quietly building the infrastructure for the entire psychedelic renaissance. The timeline was the obvious challenge. But, it wasn’t the biggest one.
Discovery and brand strategy surfaced something deeper: to mark this moment, MAPS had to change how it thinks and talks about itself. That’s unsettling work for any organization, and there was no room to ease into it. Making it work took trust in three directions: MAPS trusting Teal as a partner, both teams trusting the process even when it moved faster than comfort allowed, and MAPS trusting itself, across teams and disciplines, to let go of familiar language and step into a bolder story.
Join Teal’s project team and MAPS’ communications team for a candid look at how that partnership worked, and what it takes to replicate it. We’ll cover:
- Why the hardest part of a fast campaign isn’t the clock, it’s the shift in self-perception underneath it
- How discovery and strategy created clarity (and productive discomfort) in the first days, not the final ones
- How trust got built fast, in every direction, without cutting corners
- What was critical from both teams, on trust and expectations, to make it work
“Teal moved through an extremely compressed timeline without missing a beat. From start to finish, they were flexible, accommodating, and navigated our internal complexities and the multidisciplinary nature of our work with grace. Teal was the right partner for this campaign and a partner I’d choose again.” — Zane Bader, Associate Director, Communications, MAPS
If you’ve got an anniversary, a fast-moving launch, or any high-stakes work on a tight clock, this is what it looks like to partner with an agency that can move at your speed, and to trust yourselves enough to keep up with your own moment.
