How to Rebrand a Nonprofit: Inside DiscoverAbility’s New Identity
Revolutionizing access to the workforce, the company formerly known as Two-6 Resources works with jobseekers with disabilities to help them discover their ability and apply those skills in the workplace. Its team of professionals have the education, experience and drive needed to provide potential employees with resources and training so they can excel in their careers. In addition to helping jobseekers, on the opposite end of the spectrum, the company also connects employers with these candidates.
Having become known for the extraordinary help it provides as a nonprofit resource, the brand needed an updated image to match, so it pursued the help of the Appleton team to get started in the right direction. What was in store for this brand refresh? The creation of new brand pillars, a new inspirational brand name, an eye-catching logo and a fresh website.
Following the brand positioning our team led where we learned more about the brand’s goals and motivation, our team worked with theirs to establish the best strategy to make the transformation seamless and beneficial to their clients, and we started with the brand’s pillars.
Step 1: Developing a strategic brand position
Brand positioning is much more than just a name or a logo, it identifies a brand’s unique qualities and differences. While exploring the brand’s new positioning direction, we drilled down to its core services and unique internal and external culture. We needed to develop a strategic vision for where the brand wants to be in the future and to do this, we got to work on creating the brand’s pillars based on key feedback and insights gathered during the interactive positioning session with the stakeholders.
The brand’s internal culture is driven by helping others and watching jobseekers succeed. With this in mind, our team collaborated with the client to create new brand pillars.
The client’s brand pillars are traits that establish a solid preference for the brand with internal employees and external stakeholders.
- Experiences. The brand utilizes its skills to provide clients with the opportunities they need to excel.
- Client-focused. Client satisfaction is a priority. The team does what they do with passion.
- Solution-based. From the start, the team thinks about what success means for each client to walk through the doors.
With the brand’s positioning in place, we were ready for the next step of the refresh — the creation of the new name. After brainstorming what name would truly embrace the brand and what the team does for jobseekers and employers alike, we found the new name that was the best suited for Two-6 Resources: DiscoverAbility.
Step 2: Two-6 Resources to DiscoverAbility: A brand new name
The name, created by the Appleton and DiscoverAbility teams, showcases the brand’s overarching personality and mission.
The DiscoverAbility team is dedicated to its jobseekers and helping them discover their potential and utilize their abilities. They are fueled by their ability to highlight people’s unique aptitudes and link them to openings in the workforce. This name also speaks to the employers DiscoverAbility works with to help them connect to employees with the abilities they need for their companies to succeed.
Step 3: The DiscoverAbility logo
Our next mission was to create a brand logo and visual elements that embraced the rebrand and will live on as their brand personality.
The Appleton designers got to work on creating this incredible brand’s refreshed visual identity by creating a new logo. The shades of blue symbolize productivity and security. The differentiation of the two words — discover and ability — working as one connected unit was crucial. They were created in different colors to stand on their own while also coming together to embody the brand’s personality.
The representation of a person in the Y showcases the uplifting spirit the team brings to those they help as well as their passion for all people who walk through their door. These elements led to the final piece seen below.
Step 4: A website that’s inviting for employers and employees
Ah, yes the website! You can’t have a brand refresh without a new and improved website.
With our skilled designers and expert programmers combining forces, the custom design and development of the DiscoverAbility website using Appleton’s unique suite of templates from our in-house team was the icing on the cake.
This new and completely redesigned website included:
- Updated brand visuals inspired by the logo
- Informative and inviting content for jobseekers and employers
- Programmed custom features throughout the new site
- Content interfaces with Gutenberg Block Editor (feature of WordPress version 5)
- User-friendly navigation
The goal of the brand refresh, from the logo to the website, was to have a clear representation of what this inspirational brand does for those challenged by seeking employment. Together, with the DiscoverAbility team, we gave the brand a new look and feel, one of optimism, positivity and trust. We wanted to make certain that potential jobseekers and employers recognize that the DiscoverAbility team is a foundational support for all points in their employment journey.
Have you discovered that you’re ready for a brand refresh? Appleton is an award-winning, full-service advertising agency in Orlando, Florida that specializes in delivering a strong, unified visual and verbal presence through branding and messaging. Appleton works with local, national and international clients to build a strong and cohesive brand that standardizes any company’s look and communications across print, web, social media and video. Your branding goals are worth a conversation: contact us at 407-246-0092 or email@example.com.