Brand Relaunch

Springpoint, a nonprofit organization with communities and services across New Jersey and Delaware, had experienced a decade of rapid growth and change. With this evolution came the realization that its brand platform did not reflect the organization as it exists today. We designed a methodology, consisting of in-person discussions, online groups and a quantitative survey, to vet a comprehensive brand platform that included a new position, updated mission, vision and values and a fresh look at the brand’s promise, personality and benefits.

After involving over 500 stakeholders, the research culminated in a new brand platform that better reflects the breadth and future of the organization. We expressed the transformed platform through a brand narrative video, used to inform internal and external audiences about the evolution of the organization’s brand.

We helped coordinate an organization-wide brand launch, holding over 30 internal events across all communities and service lines to ensure that all employees at every level of the organization were inspired by the new brand strategy. We also produced a video to help the CEO communicate directly to employees at each event, developed collateral outlining the key internal takeaways for team members and created digital communications and posters to reinforce the message. The events were a resounding success, with high participation from employees in every area of the organization.