Like many nonprofit organizations that have been around for a while, PACT (Prisoners and Community Together) had experienced a natural evolution of their mission over time. Recognizing that their image needed to be updated, they decided it was time to revisit their brand based on the services they provide today and to restate their intent going forward. Because federal and local budget cuts threatened the funding sources they had relied on in the past, they wanted a brand and a communication strategy that would position them to attract more volunteer and private donor support going forward.
Using a facilitated process, Strategic Innovaton helped PACT’s leadership group identify their core services today and translate those services into benefits for their stakeholders. These lists were then boiled down to a set of key messages that the brand needed to evoke and to a set of media that would convey them to their various stakeholder groups.
One of the unique challenges of this project was to keep their legal, registered name but downplay the role of prisoner services. As a result, the new brand combines the acronym PACT with the color green and a graphic that suggests turning over a new leaf. These are coupled with a new tagline—Changing our communities, one life at a time.