Nonprofit New York

Rebranding and name change

The Nonprofit Coordinating Committee of New York (NPCC), a nonprofit membership organization boasting nearly 1,700 members, recognized the need for a brand refresh to enhance accessibility and effectively communicate their extensive work.

In collaboration with Antarctic and Leading Good, a comprehensive rebranding effort was undertaken, encompassing a new name, messaging architecture, and visual identity. The organization embraced the name "Nonprofit New York" to maintain a connection with its legacy, while infusing compelling messaging through the tagline "A Relentless, Collective Force for Good." The brand's revitalization manifests in a striking and inspirational visual identity.

NONPROFITNEWYORK.ORG
SERVICES
  • Naming
  • Rebranding
  • Visual Design
  • Messaging
TECHNOLOGY
  • Web Design
  • General Design Suite (Adobe, etc.)
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Our Approach

The key to a successful rebrand and rename of any large organization is aligning stakeholders upfront with clearly outlined goals that can help guide decision making throughout the creative process.

Our team took a step-by-step approach to the creative process, first by focusing on naming options and then by presenting creative branding (messaging and visual) options. Overall, the process took 8 months and included more then 25 stakeholders.

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The Product

After several months of exploring completely different approaches and concepts we landed on visual identity, which is straightforward and modular. Our goal was to create a brand identity which is able to embrace the wideness of this umbrella organization but speaks about the its uniqueness as well. Nonprofit New York now uses bold colors, strong typography and powerful messaging which tells the story of the organization and passionate people behind it.

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The Result

Nonprofit New York is a powerful name that immediately takes ownership of their role in the New York nonprofit landscape by sharing resources, advocating to state and city legislators, and coordinating group buying opportunities. The new visual direction and messaging of Nonprofit New York is bold and creative, which reflects the passion of the team behind the organization.

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