One of the most challenging assignments for brand strategists is the rebranding and renaming of an organization – particularly one that has a 20-year history and a well-defined mission among a devoted audience.During last fall’s CreateAthon, one of our clients specifically requested a name change and new brand identity. We knew that the responsibility was a rather auspicious one, as the client was known (at the time) as the Death Penalty Resource & Defense Center.
The mission of the organization is to promote fairness, reliability and transparency in the criminal justice system for people facing the death penalty in South Carolina. They accomplish this by offering resources and support for lawyers tasked with representing a capital client; representing individual clients, including approximately one-third of the current death row inmates in our state; advocating for policy reforms; and educating the public.
What really struck us as we dove into the creative brief was the full-circle aspect of the work they do. They offer holistic representation not just to individuals facing a death sentence appeal, but also to their families. The client emphasized that the death penalty is not just an issue of criminal justice – it is one of race, ethnicity, education, mental illness, poverty and more – and that the work they do must encompass a broad continuum of societal issues while acknowledging and preserving the humanity of all involved in capital cases.
We needed to develop a name that would be memorable, easy to say and positive while providing descriptors that lend clarity and context to the organization’s work. After 24 intense hours of research, introspection and debate, we landed on:
In addition to the new name and identity, we developed a brochure to capture their work and position the key issues for which they advocate; developed social media graphics; and provided advice on redeveloping their website.
In the months since CreateAthon, it’s been really rewarding for us to see how deeply, passionately and enthusiastically the team at Justice 360 has embraced their new name and identity. They officially launched the new name during their annual holiday party, sharing the creative work and new focus with their closest friends and associates. That was followed by a mailing to key constituents that included a letter from their Executive Director and a copy of the new brochure. They updated their website and revamped their social media presence, demonstrating the use of purposeful content that reinforces their mission. It was particularly exciting during the current legislative session to see how the organization’s new name helped give them a stronger identity and presence in their public policy work.
This client has reminded us in many ways that it’s not only the work they do as an organization that is full circle, but the very act of rebranding is full circle as well. It’s not enough to simply change a name or put a new logo on a business card. It’s about taking that deep dive into your purpose and enabling your identity to be evident in the work you do, how you interact with others and the position that you stake out in the world.
Visit www.justice360sc.org and www.facebook.com/justice360sc to learn more.