The Challenge
With the launch of a new brand and name, we needed to ensure that our audience—clients, donors, and the community—understood that while our identity had changed, our mission remained the same. It was critical to communicate that we were still the trusted organization they had known, now with expanded programs to better serve them.
The primary challenge was that the original names, Southwest Solutions and Development Centers, were well-established and deeply recognized within the community. We had to strategically build trust under the new brand while maintaining continuity with our long-standing reputation.
My Role
As the Graphic Communications Manager, I was responsible for:
Brand design and visual strategy, ensuring consistency across all platforms.
Content creation to reinforce brand messaging.
Social media strategy, crafting posts that effectively communicated the rebrand while engaging our audience.
Process & Approach
To bridge the gap between the old and new identities, I focused on:
Clarifying the brand’s visual identity, ensuring the logo and the concept of pillars were easily understood as a unifying element.
Crafting clear messaging to reassure stakeholders that we remained the same organization, now stronger and more comprehensive.
Using bright brand colors to capture attention and maintain visual consistency.
Incorporating real-life photos of employees and clients to emphasize authenticity and community connection.
The Results
Consistent growth across social media platforms.
Successful community engagement, leading to strong attendance at events.
Increased brand awareness, helping to establish trust under the new identity.
Tools & Technologies
Design & Content Creation: Photoshop, Illustrator, Adobe Express
Social Media Management: Facebook, LinkedIn, Instagram