Founding Forward
Merging Two Non-Profits Into One Cohesive Brand
Background
Slice Communications undertook a transformative project to merge two non-profits with similar missions into a cohesive brand known as Founding Forward. This involved creating a brand and visual identity, including messaging, logo, print and digital collaterals, and a brand guide. The complexity of the project lay in stakeholder management, legal considerations, and narrative challenges surrounding the merger.
Stakeholder management & name selection
The project involved navigating a complex stakeholder landscape, including a steering committee responsible for deciding on the new name and logo. A shortlist of names were agreed upon by the committee, and we audited them for search ranking, similar names, competitive analysis, and legal viability to ensure that the selected name could be trademarked.
Brand identity & narrative challenges
Slice created a unique, visually distinct brand for Founding Forward while coaching stakeholders on presenting the merger. To overcome narrative challenges, Slice emphasized the new opportunities and positive benefits a merger offered. Using knowledge of the sequence of cognition, we presented logo options in black and white and chose a dark violet as the predominant color. Throughout the process, we were guided by the client’s central mission of a more informed and engaged citizenry through civic education.
