MUSE Silver

2022

Non-Profit Rebranding and Rollout

Entrant Company

Communications, Ink

Category

Integrated Marketing - Nonprofit

Client's Name

Waystone Health & Human Services

Country / Region

United States

Communications, Ink was hired by Fidelity House CRC, a Massachusetts health and human services organization that helps people with disabilities and their familes to rebrand the organization after a recent merger. We worked with them to create key messaging that would bring the two entities together in an authentic way. Based on our interviews, we created a brand statement: “Delivered by a passionate, caring and skilled staff, WayStone provides a wide array of human services. Using community resources and technology for people with disabilities and those with significant challenges, WayStone helps each person create their future. Building solutions together.” We then ideated a new name and definition. “Waystone n. (wey/stohn) A stone marker along a path, designed to provide guidance, support and direction throughout life’s many journeys.” From there we generated a new logo with an icon that is a marker set along a path to guide individuals and reassure them that others have traveled the path before them. We used color to add personality and recognizability to the brand. The colors are culturally-rich and appealing to all ages. With the new logo and messaging in place, we deployed the branding across their print and digital materials. This culminated in the brand rollout at a successful fundraiser this past spring.

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