Brand refresh for an iconic Bay Area economic social justice org
How do you take a highly recognized 40 year old legacy non-profit and bring it into the modern age with a refined brand position, new name, and brand identity?
California Reinvestment Coalition (CRC) was experiencing stagnant growth in membership, a lack of media placement for their work, their legacy members were retiring or stepping back significantly and the relationships that brought in business were starting to dissolve. Other groups in this market were rebranding and gaining traction, and they needed a brand that was bold and strong to match the ambitions and tone of their new leadership. To move from economic watchdog to economic justice leader.
Goals
Bolder look and feel
Stand out from the crowd
New name
An idea worth rallying around
Move away from scrappy reputation
Intentional tone and authorship
National feel
Uplifting
Aspirational
