The challenge: Help staff and supporters have the tools to represent their work as a new brand
A 50-year-old brand looked stale to younger supporters while being nostalgic for older donors.
Departments often improvised their own logos and color use, leading to diluted brand recognition.
Taglines and mission statements weren’t clearly conveying the organization’s current work.
Longtime donors worried a modern rebrand might overshadow the legacy they cherished.
Results of audience research gauging perceptions of the organization. Click to enlarge.
Research
Stakeholder surveys Polled longtime supporters, staff, and external community leaders to gauge brand perception and fears about change. Brand audit Cataloged all existing brand materials (letterheads, brochures, social media profiles) to identify inconsistencies. Historical review Investigated the organization’s 50-year legacy to ensure new elements honored foundational values.
Strategy
Core brand pillars Identified “Bold, Inclusive, Timeless” as guiding attributes, balancing modern appeal with institutional prestige. Messaging framework Drafted brand statements illustrating how to speak about the mission, achievements, and future goals consistently.
Internal presentation of messaging after the rebrand. Click to enlarge.
Brochure for employees empowering them as brand ambassadors. Click to enlarge.
Action
Style guide creation Compiled a central resource detailing voice, tone, color usage, and typography for all departments to follow. Unified rollout Supported a coordinated release of the new brand across digital channels and print materials, ensuring each department had transition support. Legacy donor engagement Wrote exclusive preview announcements and carefully crafted letters to show how the rebrand upheld historical achievements.
30%
Rise in social media engagement.
Results
I measured success by brand audits, style-guide adherence, and donor surveys that rated brand perception.
Achieved 90% brand consistency across channels.
Increased newsletter subscriptions by 25%.
Maintained 95% positive legacy donor feedback.
Lessons learned
Transparent communication with stakeholders and a unified identity can modernize a legacy brand while honoring its history and maintaining donor loyalty.
Contextual sensitivity is vital: Show how changes respect the organization’s history rather than erasing it.
Unified brand assets across teams prevent rogue designs and messaging.
Inclusive stakeholder involvement from day one can ease donor concerns and foster buy-in.
