merit
A new name, brand, and positioning for one of the nation’s top organizations serving people with ALS and their families.
Previously a local chapter of a national ALS organization, ALS Golden West provided care management for families in 22 counties in California plus Hawaii. But their regionally-focused name didn’t reflect the outsized role the group plays nationally in fundraising, research, and advocacy.
ALS Golden West came to us seeking a new name and brand identity that would better express their independence, mission and national leadership.
We specifically recommended that any new name should omit the geographic service area. They needed to sound “big.” It also needed to convey energy, optimism, and compassion. The brand had to appeal to audiences both inside and outside the organization. In our research, we found that all three of the organization’s key missions involve connection, and identified that as a common thread we could use to?build a larger brand story.
