Does it work?
Case Studies
Renaming a 75 year old
nonprofit organization
Finding the balance between tradition and inclusivity
I led the rename and rebrand initiative for a regional conservation nonprofit that had been operating under the same name for 75 years.
The organization’s leadership recognized that its historic name, while deeply rooted in tradition with the name recognition to match, no longer reflected its values or commitment to inclusivity, and was becoming a barrier to community engagement.
My role was to guide the organization through a thoughtful, transparent, and community-centered rebranding process. Over the course of nearly a year, I designed and facilitated a multi-phase approach that combined stakeholder engagement, brand strategy, and change management.
This project was both strategic and deeply human. It required navigating sensitive cultural and historical issues while fostering unity and enthusiasm for the organization’s next chapter.
Here’s the important part: How did the new name land?
In short: even better than we thought! Based on conversations with some members, we anticipated a temporary reduction in membership and some negativity in the press.
But the support we received was absolutely incredible! We lost fewer than ten members due to this change. And we gained dozens of members expressly because of this change. We were able to expand our network of partner organizations and reach new audiences.
Name recognition was a huge factor. How do you change a name that’s been in use for 75 years? Almost immediately it was non-issue. Sure, the old name came up from time to time. I even said the wrong name or wrote the wrong acronym once in a while! But within just a few months, the new name was habitually used by community members and partner organizations.
I advocated to keep the original logo and simply update the name and brand colors. It was a great logo. It was designed by a talented artist who had been volunteering with the organization longer than I’ve been alive! I’m thrilled that everyone else agreed. Keeping the logo went a long way to reducing costs, maintaining brand recognition, and helping long-time members adjust to the name change.
Advocating for a new
official city flower
Reimagining a city’s symbol
I helped lead a public initiative that resulted in the adoption of a new official city flower for a major West Coast city, replacing a non-native species with a native plant that better represents the region’s biodiversity, cultural heritage, and environmental values.
Working with a coalition of nonprofit partners, city officials, and community stakeholders, I helped design and guide a public engagement campaign that invited residents to participate directly in voting for a new flower. The process became both an educational and community-building effort, highlighting the ecological and cultural importance of native plants. Each plant had been carefully vetted by a diverse stakeholder committee based on environmental benefits, drought tolerance, and cultural significance to the region’s Indigenous people.
In my role, I helped shape the project’s strategy, storytelling, and public communications, ensuring that community voices and cultural context were central to the initiative.
Was the campaign successful?
Yes! Over the course of three public voting rounds, more than 7,700 residents cast ballots to narrow a field of eight native plant candidates to one final selection.
The winning flower was officially adopted by City Council on Earth Day, April 22, 2025, marking a historic moment for the city’s environmental identity. The selection honored the cultural knowledge of the land’s first stewards while embodying a renewed civic commitment to biodiversity, climate resilience, and native habitat restoration.
Start your next project
Whether you’re looking to build your branding from scratch, create memorable print marketing materials, or refresh and refine your digital marketing strategy, I can help! Send me a message to get started.