Brand Development
Creating The New Brand For A Nonprofit
Objective
Freeset and Common Good are two organizations that produce ethically sourced goods in Kolkata, India, providing employment opportunities in high-poverty neighborhoods and reinvesting in community social services. As the two organizations were merging to become one, they sought to create a unique, compelling brand to launch internally and externally.
Fusion Hill provided its full capabilities services, from research through strategy and creative, as a pro bono initiative to assist with their new brand launch.
Methodology
To understand both organizations, we conducted a total of 44 in-depth interviews to gather insights from employees, volunteers, donors, customers and board members. Our research included 28 in-person interviews in Kolkata, which provided a rich ethnographic understanding of the organizations’ services and impact. These insights informed our strategy team’s development of a new brand architecture, a brand essence and personality, positioning and tone, a comprehensive content strategy, and a launch campaign. We then developed a new brand identity that included a new name, logo, image systems and brand guidelines.
Outcome
The combined efforts of our research, strategy and creative teams helped Freeset launch their new brand, Joyya, in 2021, providing a modern, fresh personality for their compelling new organization.