VisionCorps: Moving a growing, diversified nonprofit brand to the next level

 

In 2013, the Susquehanna Association for the Blind and Vision Impaired (SABVI) was a successful organization dedicated to serving the blind and vision impaired, but faced a number of brand-related challenges. Their organization had grown far beyond the Susquehanna region with offices in Somerset County and Philadelphia, but operating under partial SABVI branding. The name itself was long and led to the awkward acronym. The name also offered no hint of the scope of the organization, which included not only fundraising and client services, but also a robust industrial division that provided jobs for clients and generated revenue for the organization.

We assisted the development and transition to the VisionCorps name by developing a series of name options and conducting research on them to gather input from key stakeholders. Ultimately, the VisionCorps name was chosen and we developed the new logo and graphics package.

Subsequent to the main re-brand, we assisted VisionCorps with the renaming of their Industrial Division to the Enterprise Group to position them more effectively to compete for contracts in several key areas, including food packaging, industrial assembly and contract close-out management services. Services included renaming, developing a marketing plan for each division, and website revisions.