What's in a Name?
A lot, found ChildFund International. To dispel misconceptions and better communicate the global scope of its brand, the 70-year-old organization recently embarked on a brand makeover that has invigorated staff and donors alike.
In the two years prior to launching the new brand, the organization's leadership talked with its staff, board and donors to hear their viewpoints on the change and foster dialogue. Focus-group research led it to settle on the name ChildFund International "because that was one name that really resonated with our supporters," Goddard says. "They really saw us as an international organization working in countries around the world." And it chose the color green — which communicates hope, she adds — as the hue for the new brand.
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