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Success Story:
Women’s Foundation for the State of Arizona: A Powerful Rebrand Empowering Women
The Women’s Foundation of Southern Arizona (WFSA) had a 30-year reputation of fostering equity and opportunity through grant-making, advocacy, and research. In response to the devastating effects of the COVID-19 pandemic on women and girls in particular, and coinciding with its 30th anniversary, the nonprofit sought to formally expand its mission and advocacy to address issues throughout the State.
The introduction to new markets presented an opportunity to evolve the brand in both name and visual identity to more accurately reflect its position as a modern and highly regarded player at the state level.
NüPOINT spearheaded a full-scale rebranding initiative that encompassed strategic market research, a refreshed visual identity, and targeted outreach efforts. The six-month rebranding process included the following key activities:
Stakeholder Engagement: Depth interviews with key stakeholders provided insights into the organization’s future direction, ensuring the rebrand would align with both internal and external expectations.
Statewide Survey: A survey conducted across Arizona captured the top concerns affecting women and girls. This data would guide future legislative priorities and advocacy strategies.
Visual Identity Rebrand: A new name, logo, website and brand design were created to symbolize empowerment, diversity, and innovation.
Listening Tour: A series of outreach efforts, including a listening tour, ensured the brand’s message resonated with a wide audience, building the organization’s profile as a statewide leader in women’s advocacy.
NüPOINT successfully rebranded the nonprofit as the Women’s Foundation for the State of Arizona, helping the organization expand its impact statewide. The refreshed brand not only positioned WFSA as a leader in women’s advocacy but also empowered the foundation to address the most pressing issues facing Arizona’s women and girls.
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