Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

The Challenge: Create a non profit brand identity that highlights its mission and purpose

This client faced the common branding issue of being “bundled” in a parent brand that held them back and left them without their own separate identity. They operated underneath an umbrella charity that had no logical connection to their African mission to help bring hope and help to disadvantaged children in rural communities.

The Solution: Create a hope filled brand name that shines the light on a great cause

When naming a non profit organization, the goal is to capture the essence of the organization. When reviewing the backstory, the information, the list of service and the many images from mission trips, the children stood out first and foremost. In speaking with the client, they shared a poignant insight. I paraphrase head volunteer Tim Shannon below...

You can see the challenges the older members of the communities etched on their collective faces. But when you look into the eyes of the children, you still see hope. That hope remains eternally there and it’s our commitment to help keep this hope alive.

Looking at the photos that Tim brought back from his trip proved every word he shared. The eyes are the window of the soul and they were all bright… hence the new name, Bright Eyes Uganda. The name evoked the spirit of each trip, each project and each personal connection the organization formed. It serves as a reminder to each team member of the goal and importance of their role.