A venerable New England non-profit with a great deal of brand equity across its relatively limited circle of supporters needed to update its brand and communications activities in order to better serve its mission and expand its reach across a variety of target audiences.

After a comprehensive discovery phase, we defined the brand strategy, new brand messaging, a new name and new tagline. Our challenge was then to update the visual brand, leveraging those assets that had a great deal of equity,

while adding new elements to signal the evolution the organization was about to experience.

We revised the logo, and developed a foundational visual brand that was extended across a wide variety of touchpoints, including collateral, publications, online, signage, etc.

We worked closely with Historic New England’s internal designers to both allow the organization to recognize some economies, and to ensure that what we developed would be easy for others to implement.

Research indicated that the updated brand resonates with current and new supporters, and the organization has seen extremely positive organizational metrics (membership, visitor stream, web site traffic, fundraising).