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.
"I think when you're a 70-year-old organization, you can get maybe a little messy and be inconsistent in how you message things," she says. "So this is a much more consistent look to our organization. We've really adopted the color green as part of our identity, so it's really a crisper look and it tells our story in a crisper way."
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