Marrying a non-profit brand to its purpose in the community.
The mission of a non-profit organization is a function of the constituents it serves and the needs it fills. Overtime, these needs evolve. For many non-profit organizations, finding a complementary path to evolve alongside its constituents can be challenging. Richmond Center Stage recognized that its programs and services had evolved beyond its mission’s original intent. Yet, its name and identity no longer effectively communicated its purpose to potential donors who supported the organization. A change was required to evolve the non-profit brand to better communicate its mission.
We worked with the trustees of Richmond Center Stage to develop a new identity and name to better reflect the role the organization played within the community. Richmond Performing Arts Alliance evolved from an organization supporting artistic performance to a community alliance, committed to bringing the Richmond community together around all aspects of the performing arts. The new name and identity clearly articulated the purpose of the organization to both constituents and donors.