UnidosUS rebrand and name change

Turning an old-guard nonprofit into the voice of a new generation.
Brand & style guidelines | UX writing Stakeholder management | Copywriting

The challenge:
‍Help staff and supporters have the tools to represent their work as a new brand

A 50-year-old brand looked stale to younger supporters while being nostalgic for older donors.
Departments often improvised their own logos and color use, leading to diluted brand recognition.
Taglines and mission statements weren’t clearly conveying the organization’s current work.
Longtime donors worried a modern rebrand might overshadow the legacy they cherished.
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Research

See how I helped a nonprofit increase user engagement by 40% thanks to a commitment to putting the audience first.
Read about it

Strategy

See how I helped a nonprofit increase user engagement by 40% thanks to a commitment to putting the audience first.
Read about it
Photo caption of screengrab
Photo caption of screengrab

Action

See how I helped a nonprofit increase user engagement by 40% thanks to a commitment to putting the audience first.
Read about it

Approach

Research

Stakeholder surveys
I polled longtime supporters, staff, and external community leaders to gauge brand perception and fears about change.

Brand audit
I cataloged all existing brand materials (letterheads, brochures, social media profiles) to identify inconsistencies.

Historical review
I investigated the organization’s 50-year legacy to ensure new elements honored foundational values.

Strategy

Core brand pillars
I identified “Bold, Inclusive, Timeless” as guiding attributes, balancing modern appeal with institutional prestige.

Messaging framework
I drafted brand statements illustrating how to speak about the mission, achievements, and future goals consistently.

Write

Style guide creation
I compiled a central resource detailing voice, tone, color usage, and typography for all departments to follow.

Unified rollout
I supported a coordinated release of the new brand across digital channels and print materials, ensuring each department had transition support.

Legacy donor engagement
I wrote exclusive preview announcements and carefully crafted letters to show how the rebrand upheld historical achievements.

30%

Rise in social media engagement.

Results

I measured success by brand audits, style-guide adherence, and donor surveys that rated brand perception.
Achieved 90% brand consistency across channels.
Increased newsletter subscriptions by 25%.
Maintained 95% positive legacy donor feedback.

Lessons learned

Transparent communication with stakeholders and a unified identity can modernize a legacy brand while honoring its history and maintaining donor loyalty.
Contextual sensitivity is vital: Show how changes respect the organization’s history rather than erasing it.
Unified brand assets across teams prevent rogue designs and messaging.
Inclusive stakeholder involvement from day one can ease donor concerns and foster buy-in.

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Jonathan Marth
jonathan.m.marth@gmail.com