Your organization’s name and visual identity can help your organization communicate with key constituencies and the community, or be a burden of confusion and obsolescence. If your name and logo need updating and a more professional image, we can help.

In almost all cases, clients will have already completed a Key Messages & Brand Strategy project which enables your Naming & Visual Identity team to start with a strong brand strategy in place and a requirements brief for your new name and visual identity already drafted. Building on that earlier work, we work with your team to develop a name and visual identity that supports your strategy and re-energizes your organization’s brand, as well as its marketing and fundraising efforts. Your team will be highly creative but grounded in the specific strategic messages you need to communicate.

The impact of each project varies but many clients report these results:

• Consistent messaging and communications about the organization to clients,
      funders, volunteers, etc.
• Increased name/organizational recognition
• Solid foundation for future marketing materials and decisions

• A refined creative or requirements brief (based on results from the Brand Strategy & Key Messages Service Grant) that details key attributes of a new name and visual identity and our suggested approach
• A new name and visual identity
• Instructions for printing and use of the selected name and visual identity
• Guidance on how to legally register your new identity
• Extension of the selected name and visual identity to business papers

Your Taproot Foundation team will be staffed by marketing and branding experts who have made a personal commitment to strengthening the nonprofit sector. Your team will include:

• Account Director
• Project Manager
• Brand Strategist
• Copywriter
• Graphic Designer

This project will take about 5-6 months (21-25 weeks) to complete once the project kicks off, which is approximately 4 months after your application is reviewed.

Milestone	Description	Estimated Weeks
Grant Decision	Grant application review, interview and site visit	12
Staffing	Staff and prepare the pro bono consulting team	5
Kickoff	Team and client meet and agree on project goals and plan	2
Planning & Review of Brand Strategy	Discuss and refine Naming and Visual Identity Requirements Brief from Brand Strategy and Key Messages Service Grant	2
Draft & Revise Name	Generate naming concepts, narrow options, refine and assist client with legal availability checks. Create name based on selected concept and revise based on feedback	8
Draft & Revise Visual Identity	Draft direction options for visual identity and refine based on feedback	7
Extend & Delivery	Extend name and visual identity to business papers. Define plan to integrate new name.	2
Assessment & Closing	Conduct assessments and complete project	1

Our Naming and Visual Identity Service Grant is most likely to be successful under certain circumstances. We recommend you apply if your organization has:

• Completed the Brand Strategy and Key Messages Service Grant
• A current and complete Strategic Plan is required
• An Executive Director and Board of Directors strongly committed to this project
• Staff that can invest the necessary time to make the project succeed:
  • Executive Director: 10-15 hours total
  • Day-to-Day Contact: 3-5 hours each week
  • Board of Directors Representative: 5-10 hours total

If this project appeals to your organization and you have the recommended items in place, please review our grant process and criteria, and then apply.