After over 60 years of operating as SARAH Inc., this nonprofit organization faced significant brand confusion. As part of a larger umbrella of nonprofits, many stakeholders struggled to differentiate SARAH Inc. from its peers. They needed a new identity that would not only clarify their mission but also inspire confidence and connection among their audience.
“It is very confusing that SARAH Inc. is separate from the other SARAH organizations.” – Community Partner
“The work is rewarding, but it is easy to feel lost in the mix of all that SARAH does.” – Team Member
To address this challenge, we initiated a comprehensive rebranding project, starting with in-depth market research. We conducted surveys and focus groups with both internal team members and external stakeholders. The insights gained highlighted the necessity for a distinct and vibrant brand. From this foundation, we crafted the new name “Lumibility,” symbolizing the organization’s brightness and positive impact on the lives of children and adults with intellectual and developmental disabilities.
The rebranding has successfully positioned Lumibility with a clear and compelling identity that resonates deeply with their mission. The vibrant new branding has not only enhanced their visibility but also fostered a stronger connection with both existing supporters and potential new partners. The comprehensive rollout, supported by well-crafted print materials and a strategic launch announcement, ensured that the new identity was effectively communicated across all platforms. Lumibility is now poised for future growth and success, embodying a fresh and inspiring vision for the community they serve.
“Working with Krative felt like a true partnership. Our decision to rebrand had been years in the making, and Krative was instrumental in helping us understand the benefits of this change. Their team demonstrated creativity and strategic thinking, transforming our brand into something truly remarkable. Their professionalism, attention to detail, awareness of nonprofit needs, and dedication to understanding our vision set them apart. The process was smooth, and we are thrilled with the results. We’ve received positive feedback from our community, and our new brand identity reflects our mission and values in such a great way!”
Marketing & Communications Manager at Lumibility
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