Rocked by the deaths of its founders and namesakes, the Christopher and Dana Reeve Foundation set out to rebuild its brand and infrastructure — and a renewed, more empowered organization emerged.
Dana Reeve stepped up and became the face of the foundation and symbolized its determination to carry on. Six months after Christopher Reeve’s death, CRPF began working on rebranding itself. It looked hard at its logo and slogan, analyzing what people internally and externally thought about the foundation and its programs. For starters, it changed its name from the Christopher Reeve Paralysis Foundation back to the Christopher Reeve Foundation to move away from the potential negative connotation of the word “paralysis” and to reflect the fact that Reeve’s reach far exceeded the spinal cord injury community.
Going Forward
Dana Reeve stepped up and became the face of the foundation and symbolized its determination to carry on. Six months after Christopher Reeve’s death, CRPF began working on rebranding itself. It looked hard at its logo and slogan, analyzing what people internally and externally thought about the foundation and its programs. For starters, it changed its name from the Christopher Reeve Paralysis Foundation back to the Christopher Reeve Foundation to move away from the potential negative connotation of the word “paralysis” and to reflect the fact that Reeve’s reach far exceeded the spinal cord injury community.