The Challenge: Create an energetic brand name for a deserving non-profit
The best efforts of many non-profits often go unnoticed due to long, confusing or outdated brand identities. Such was the case with S.E.E. College Prep, an acronym based brand name which had to be spelled out and explained repeatedly. Is it "C College Prep?" or "Sea College Prep?" or "See College Prep?" etc. etc. And when the name was spelled out, "Standford Educational Endeavors College Prep" it still didn't move the conversion forward - the whole back history had to be reviewed. This is why geographic and acronym based brand names can be problematic. So what to do?
The Solution: Call in the bright minds at Tungsten Branding!
After reviewing the branding goals and objectives, team Tungsten looked for "descriptive hybrid" names - ones that provide a hint of the industry, combined with an evocative word. This is the same type of naming strategy you'll see in JetBlue, CarMax, CapitalOne, LendingTree, etc. The word "spring" was chosen because it represents youth, vitality, energy and the desire to move forward. In other words, (and it has a little "bounce" to it.)
In addition to the new company name, Tungsten created a new tag line/positioning statement... "Potential Made Possible" to convey the organization's purpose and mission. The three-word catch phrase provides memorable alliteration and helps to further communicate the non-profit's core values.
Next came the new logo design and corporate colors, a eye catching purple with a coiled "spring" graphic. The look was incorporated throughout the web design and social media pages as well. The end result? A cohesive brand identity that performs across multiple platforms.
If you are searching for a name to help move your company forward, just give us a call and we'll jump right in!