National community development organisation

Scope of work:
research, facilitation, brand strategy

A national member’s organisation in the US had outgrown its name and wanted to reposition itself as the leader in the community development field. I designed and led focus groups with internal and external stakeholders, supported by an online survey, to establish perceptions of the current branding and positioning. After analysing the results, the insights gathered led to my recommendations around a new name, tagline, and strategic messaging approach. Having facilitated a workshop to gain consensus around the new name, I continue to oversee the development of the new messaging platform, website, and visual branding.