The formerly named Inland Northwest Community Foundation is the largest non-profit in the Inland Northwest, serving communities, individuals and non-profits by awarding hundreds of grants every year — their endowment has grown to about $130 million. In late 2017, INWCF recognized that a lack of brand presence and proactive communications had left them one of the best kept secrets in the region.
Organizational Rebranding Effort
DH helped them change this by partnering for an organizational rebranding effort that included a new visual identity, brand platform with positioning statements, and a community engagement campaign to help tell INWCF’s story. We began by facilitating a name change that better reflected the foundation’s purpose and aspirations for the future. They wanted to be seen as an innovative and inspiring foundation not just for Spokane, but across our region and state.
Thinking Behind the Name And Look
We arrived at “Innovia Foundation” with connotations of bright light, warmth, approachability, innovation and leadership. The brand manifested visually with an interlocking symbol to show the foundation’s reach and ability to unite across our community, differentiating from the typical legal and sterile approach of many foundations. Colors were selected based on market opportunity, and reflected the “lilac” of Spokane with inspiration from nature (purple mountains, warmth of morning light and vibrant blue currents, and an overall floral quality).
What we did
Newsworthy Brand Launch
We developed a brand launch plan to seize on the newsworthiness of their new identity and build excitement from their existing audiences, as well as build awareness with new, younger audiences. Our plan called for a digital drip campaign up to the launch event, earned media pitching, and a partner engagement strategy to promote the new Innovia Foundation.
The brand launched in the summer of 2018 to excellent media coverage and a community celebration event attended by regional leaders and long-term supports of the foundation. Feedback has reflected the theme that the region is excited to see a vibrant new identity that reflects the organization Innovia Foundation is for our community.
Take a look at some of the brand applications we developed through this process.