To truly understand the organization, its values, strategic direction and even its history, we held a series of brand workshops, conducted surveys, and met with the executive team, program directors and staff at various levels of the organization. From those discovery sessions, we were able to develop three distinct brand themes. The themes allowed us to try out different perspectives and get a feel for what most resonated with the organization.
We then held another series of workshops and surveys to choose a preferred theme. We focused in on the chosen theme and began brainstorming a new name for the organization. The name needed to strike a balance between clearly conveying the organization’s mission while also being future-proofed (as much as possible) from the need to repeat this exercise down the road.
SMD existed for an inclusive and accessible society and worked to eliminate barriers to full and equal participation; SMD saw what was possible, fought for possible and made possible happen.