BEFORE AND AFTER
Market Research and Brand Audit
The rebrand began with an in-depth look at the organization, similar nonprofits, and aspirational peers. From conducting exhaustive stakeholder interviews to inventorying the organization’s values, the process included a thorough investigation of what made the nonprofit unique, as well as the qualities it could leverage to increase its audience and impact.
Naming
While descriptive, “Environmental Health Strategy Center” was long, hard to say, and didn’t resonate beyond its core group of supporters. A new name topped the list of the client’s wishes: one that could capture the organization’s mission and serve as a galvanizing rally cry for their work. Their eventual choice, Defend Our Health, clearly communicated their goal while conveying the urgent, personal nature of their work.
Branding
The organization had been using a serif font with blue and red colors, giving the brand a somewhat impersonal, corporate or academic feel. The new brand went in the opposite direction, invigorating the look and capturing the grassroots energy they wanted to spark. A handwritten font was chosen to evoke the feeling of protest signs, while a bright and bold color palette captured their lively spirit.
Website
A complete website rebuild brought the brand to life and helped bring the grassroots movement to the people. Their messaging was completely overhauled with new content and a tone of voice that made their communications more compelling and engaging. With extensive photo research, the site better showcased the human element of their work. A more organized site architecture also made their campaigns and issues easier to understand.
Case for Support
Defend Our Health was eager to get their new branding in front of people and leverage it in their fundraising efforts. The tone and mood created through the updated website messaging and visuals were applied to reports, brochures, donation cards, and other printed materials, providing the organization with a comprehensive and cohesive look.
