The Challenge: Communicating a Name Change and a Bigger Mission

A name change is only as strong as the strategy behind it. The organization needed to communicate both its new name and the additional responsibilities and services it was taking on, with one consistent voice across every audience.

Bonds of Courage, formerly Summit Supports Our Troops, is a nonprofit supporting post-9/11 troops that chose Trillion to lead its rebranding.

The Solution: Strategy, Voice, and a Full Identity System

Trillion developed the brand strategy and guidelines from the bottom up, defining the organization’s emotional drivers and language and refining its mission and vision so every communication carried a consistent voice. The team crafted the brandmark and brand personality and documented color palettes, typography, and usage in a brand guidelines manual for employees, volunteers, and vendors. The resulting identity system, collateral, and website were designed to inspire targeted groups to donate, volunteer, or request support.

Results

The Bonds of Courage website was recognized by Graphic Design USA and awarded an American Graphic Design Award.