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Revitalizing a Brand

Project Overview

As an evolving, community-facing human services organization, SaintA has become a national leader in recognizing and addressing the impact of trauma on kids and families. Anchored by 170 years of experience, SaintA historically positioned itself primarily as a governmental contract organization.

The Challenge

As SaintA became a more community-facing organization, shifting how it connects with end-user clients and broadening its services, leadership understood the importance of a comprehensive branding and communications strategy to reflect that change. Further fueling this need was additional brand confusion with other similarly-named nonprofits and religious organizations, as well as spelling and pronunciation challenges. As a longstanding communications partner, Mueller Communications was engaged to help lead a rebranding initiative and messaging refresh, following an initial audit of the organization’s marketing and communications function.

The Solution

The Mueller team worked closely with the SaintA leadership team and other external partners to develop and help facilitate a comprehensive rebranding process, including discovery / brand positioning, ideation / testing / selection, logo development and brand rollout. At every turn in the discovery phase, the Mueller team engaged key stakeholders in the process, from facilitation of an historical brand audit, employee / board notification communications, an employee survey, and key stakeholder interviews, to focus groups and messaging / brand positioning. Mueller led the SaintA team in ideation and testing, including gathering input from several core working group sessions, concept testing via surveys to various audiences, creative / logo exploration, and more.

The Results

This process ultimately led the leadership team to align on a new identity as Wellpoint Care Network. The new name and brand were teased at the 170th anniversary event and announced later that year, with a new website and an organization-wide collateral refresh rolling out the following year.