What's in a Name?

The organization held "lunch and learns" with staff and had board retreats to talk about the rebranding. After deciding on a logo — the word ChildFund, with the "i" in the shape of a small child — the organization held an internal campaign with staff to name the child depicted in the logo. Staff chose the name Watoto, which means "children" in Swahili. The organization gave staff new T-shirts and deemed them official business attire, and just before the new brand was official, had a week of farewell to its old name that involved a day of staff wearing the old CCF T-shirts, displaying memorabilia from that chapter in the organization's history in the lobby, and lowering the old flag and raising the new flag.