Share this post
In the world of non-profit organizations, a strong brand identity and effective online presence are crucial for attracting support and driving impact. This case study explores the mammoth task of rebranding Beyond Us & Them, formerly known as Center for Council. Let me walk you through this comprehensive rebrand and website overhaul that we had just 3 weeks to complete.
How strategic rebranding and website redesign elevated a Social Connection non-profit
The Challenge: Beyond Us and Them, dedicated to ending the loneliness epidemic through fostering social connection, had outgrown its previous identity as the Center for Council. With high-profile projects involving the LAPD, 28 California prisons and collaborations with top government officials, its operations were expanding it needed a brand that reflected its newfound scale and professionalism.
Rebranding Beyond Us & Them: The Process
Working closely with Executive Director Jared Seide, we embarked on an intensive three-week journey to rebrand the organization and launch a new website, their deadline was tight but I’m always up for a challenge and I knew Jared and his work through my work with Dr Ann Seide who is an affiliated council trainer. The process was multifaceted, addressing various aspects of the organization’s identity and online presence.
We began by overhauling the visual identity. This involved creating a bold, modern colour palette to signify impact and action, a stark departure from the muted tones of their previous brand. We designed a logo featuring a soft serif font, balanced by thick strokes in design elements to ground the overall aesthetic. Throughout the brand, we incorporated circular elements to represent the non-hierarchical practice of Council and reinforce the message of belonging.
The website redesign and optimization was a significant undertaking. We migrated and streamlined content from over 150 pages, improving the user experience with clear navigation and a well-structured content hierarchy. I enhanced SEO through optimized headings, meta descriptions, and content structure. To maximize donation potential, we strategically placed call-to-action buttons throughout the site.
Messaging refinement was crucial to the rebrand. We aligned the brand messaging to reflect the organization’s vision of ending separation and creating social cohesion. The content was crafted to appeal to diverse audiences, including law enforcement and government officials, while still conveying the organization’s core values.
Overcoming Challenges:
The tight three-week timeline presented significant challenges. I overcame these by leveraging my existing knowledge of the organization, conducting efficient content audits and prioritization, and maintaining clear, frequent communication with the client. My prior experience with the organization and Jared’s willingness to help in whatever way possible were crucial in meeting this ambitious deadline.
Results and Impact:
The rebranding and website redesign have provided Beyond Us and Them with a professional, credible brand identity that matches their expanded scope. The optimized website now effectively communicates their mission and facilitates donations. The improved user experience and SEO have set the stage for increased online engagement. Most importantly, we’ve created a scalable brand and web presence to support the organization’s future growth.
The Power of Strategic Brand Design
The successful rebranding of Beyond Us and Them demonstrates the power of strategic brand development for non-profits. By aligning visual identity, messaging, and digital presence with organizational growth and vision, we’ve created a foundation for increased impact and engagement in their mission to foster social connection. This project showcases how a thoughtful rebrand can elevate a non-profit’s presence and effectiveness in achieving its goals.
Ready to create an elevated brand for your business?
Imagine a brand that truly captures your mission, speaks directly to your supporters, and positions you as the go-to expert in your field. That’s the power of strategic, purposeful rebranding.
Don’t let another day pass with a brand that doesn’t do justice to your important work. Your cause deserves to be seen, recognized, and supported.
Take the first step towards transforming your non-profit’s impact today. Let’s collaborate to create a brand that not only looks professional but becomes your most powerful asset in driving change.
Book your free brand clarity call now, and let’s explore how we can elevate your non-profit’s brand to new heights. Your journey to standing out and making a bigger impact starts here.
Transform your brand. Elevate your business. Be More You.
