Revitalizing a National Disability Network

A new name, message, and visual identity eliminate confusion and provide a rallying cry for disability inclusion.

Services

• Brand Analysis
• Competitive Analysis
• Stakeholder Interviews
• Brand Positioning
• Organizational Messaging
• Organizational Name
• Program Names
• Affiliate Naming & URL Structure
• Visual Identity
• Brand Style Guide
• Brand Launch Strategy
• Affiliate Brand Strategy

Creating a New Organizational Name

The United States Business Leadership Network had difficulty conveying its mission of disability inclusion in workplaces and supply chains. This coalition of 160 corporations needed a name that anchored them around disability, but they were unsure whether to use that word. We conducted extensive research and led the organization through a thorough naming process. The resulting name, Disability:IN, represents Inclusion, Insight, Innovation, International to communicate all aspects of their mission.

Affiliate Naming System

The comprehensive branding effort included a naming structure with a URL system that would work for all 31 Affiliates. We developed a coordinated look that works for the various entities and a fresh new look to inform their online presence.

Developing New Program Names

The original program names were inconsistent and confusing. We developed new program names that were aligned with the parent name and each other.

Launching the Brand

A coordinated effort was used to launch the brand at their national conference. We created an inspiring video to galvanize people around the cause. The Affiliates attended a special session to introduce them to the brand and received a guide and templates to help them transition to the new brand. The new name was very well received by the conference attendees, corporate partners, and affiliates. 

The ”Are You In?” theme helps galvanize people around their mission of disability inclusion.

The new Disability:IN brand lives nicely alongside corporate partner brands, not just in the nonprofit world.

Results

The revitalized brand represents Disability:IN’s mission and positions the organization to achieve its goal of global growth. The organization has improved its ability to engage its audiences including corporate partners, supply chain enterprises, and others. It has grown substantially in the two years since launching its new brand.