A shift from nice-to-have to need-to-have

How do you help an established nonprofit organization reach the next level of growth?

By building a future-forward, emotionally connected brand.

Services

Day of Possibility
Brand Compass
Naming
Messaging & Tagline
Identity Design & Brand Expression

Opportunity

Over the last decade, EarthGen (formerly Washington Green Schools) has done the hard work of building their organization, growing their reputation with an impressive list of partners, and establishing themselves as respected experts on environmental science education.

They were ready to take the next step in their growth as a non-profit and believed a more professional identity would help them raise the donor dollars needed to expand their influence and impact on the environmental crisis.

Solution

Northbound began by studying donors in the environmental cause area. We found donors want to see their dollars make an immediate and profound impact on the environmental crisis.

While EarthGen’s team is well-respected,Northbound found their primary constituency—young people—are seen as a nice-to-have, not a need-to-have in the fight against climate change. This belief was preventing donors from seeing donations to EarthGen asa means for making a profound impact on the environmental crisis.

A Day of Possibility confirmed EarthGen’s belief that young people are integral to taking action today, so Northbound developed a brand strategy to transform the perception of youth change makers.

In the process, the brand strategy was designed to help increase the perceived value of donations to the organization.

Result

Overwhelming acceptance in the new positioning and name. The spirited and lively application of the new brand identity has given the organization energy and focus on a more sustainable and targeted mission.

Northbound provided excellent leadership through our journey to a new brand. Their team was insightful, creative, and encouraging, and they guided us through an inclusive process that was completed on time and on schedule. Most of all, we are thrilled with our new name, graphics, and assets, and we know they will strengthen our impact as an organization. I would definitely recommend working with Northbound!

Meredith Lohr

Executive Director, EarthGen