After their merger, Greenlights for Nonprofit Success and Innovation+ needed to realign themselves with their new strategy. We led them through a rigorous process of research and discovery, and on the other side, introduced them to their new brand.
When Greenlights for Nonprofit Success merged with Innovation+, the strategic plan called for a pivot of the organization’s business strategy, purpose, and programs. We were selected to perform a comprehensive brand audit, which included in-depth qualitative and quantitative research across multiple internal and external stakeholder groups.
The brand audit revealed: (1) very positive perceptions of the Greenlights team; (2) that stakeholders trusted the Greenlights team to successfully execute a pivot in strategy; and (3) that the market would be well-served by the new strategy. However, the audit also revealed that the perception of the name ‘Greenlights’ and what it represented was misaligned with the stated purpose, programs, and services. Brand perception and the new organizational strategy were out of sync, and our recommended brand positioning strategy and platform received unanimous approval from staff and the board of directors.
We re-named the organization Mission Capital and created the tagline “To the Power of Good.” to position it as the go-to resource for mission-driven organizations that solve complex community problems and create exponential social change. We then developed a logo, story, tagline, sub-brands, and comprehensive brand guidelines with usage rules for the new assets.
