Kinship Conservation Fellows.

Reinventing a nonprofit brand.

Melissa did an outstanding job helping us rebrand our conservation leadership program. We’ve had great success with our program due in no small part to the wonderful ideas and precise execution that Melissa brought to our projects. She has been a great choice for our small non profit.”

— Renee Michaels, Vice President

Challenge

Reinvent a program brand to ameliorate its poor reputation.

Process

Under previous management, this conservation leadership program suffered from a poor reputation before it had a chance to fully develop. It needed a fresh start and the opportunity to succeed.

Our audience was very small — a specialized group of conservation leaders. So we needed to speak to them in a very specific way. We worked closely with the Executive Director, interviewing colleagues and researching their cause. The best approach? Reinventing the brand…by renaming it. And then including transparency and directness in all communication.

Insights

Kinship Conservation Fellows ended up not just with a new name, but a communications strategy to ease the transition. Their brand now reflects the importance of their mission, and allows them to tell their story in a fresh, visual way.

Deliverables

Before & Afters