How can a local nonprofit increase its credibility?
A powerful new name, mission, and website created a professional face for this young organization.
The CWB Foundation for Children and Music provides music instruction for students in New York City public schools that lack funding for arts programs. Red Rooster Group developed a new name, visual identity, message, and website to rejuvenate their brand so that it could attract more donors.
Old Name & Logo
New Name & Logo
Market Research
To understand what makes The CWB distinct among other music programs in New York City public schools, we conducted a comprehensive competitive review and SWOT analysis.
We discovered CWB is the only program in New York City offering music that is culturally relevant to the students, which can make a big difference in how kids perceive and participate in the program.
Goals
We helped the organization to define its vision and develop its goals:
1. Expand the program from three schools to six schools in New York City in the next two years.
2. Expand the organization’s fundraising base and double revenue in three years.
To achieve these goals, we energized the Mission Statement by including the outcomes: equipping students with the discipline, confidence, and team-building skills necessary to reach their full potential.
Naming & Visual Identity
The next major area to tackle was the name.
The CWB Foundation for Music & Children was long and cumbersome, and mischaracterized the entity as giving money away rather than providing programs. A new name needed to convey a positive and inspiring message about the benefits of music.
After writing a Creative Brief to ensure what everyone was on the same page about what we were aiming for, we generated a list of 200 names. We culled the list down to 12 that best represented the mission:
| Benefit Oriented | Combined | Multiple Word | Coined |
|---|---|---|---|
| Brighter Beats | LifeChords | FutureBeat Music | MusiCan |
| Keys for the Future | SongRise | Momentum Music | Posibeats |
| Lifenotes Kids | PlayChime | Sound Unbound | Posikidity |
The chosen name, MusiCan, suggests that music can be empowering to children.
The name was brought to life with a vibrant, contemporary, and friendly logo that evokes the youthful energy of the program
Website
The website we created tells how music can empower children to achieve more, showcases the program, features testimonials, and describes the organization’s impact.
