Harvard Business School faculty founded Doorways to Dreams (D2D) in 2001 (now Commonwealth), a national nonprofit committed to a stronger and more prosperous society where everyone has financial security, and no one is left behind as financially vulnerable. Its category had become crowded, and Boston-based D2D contacted us about a rebrand as called for in its new strategic plan.
Our course of research included focus groups with staff and dozens of in-depth interviews with stakeholders. Based on our findings we presented an entirely new brand platform with a crisp articulation of purpose, strong brand pillars and brand messaging.
We renamed D2D as Commonwealth to express its purpose of building more common wealth and making wealth more common, and developed comprehensive brand guidelines for its new visual identity.