We worked with National Council of La Raza (NCLR) on a two-year mission to rebrand their organization in time for their 50th Anniversary. Initially this involved multiple meetings with internal and external stakeholders gathering vital insights into what this organization stood for and how to communicate that clearly for the next 50 years. The idea being to keep the name and update their logo and brand look.
But the effort became much more complex after holding focus groups in 7 cities Nationwide with their 3 target audiences: Young Latinos, Professionals and Community Leaders, and Spanish Dominant Working People. It was determined that no one felt an affinity to their current name, and each target audience disliked it for a different reason.
Rather than engage with a communication effort on three fronts, NCLR decided a name change was needed along with a new logo. The result, UnidosUS is a brand that has affinity with each group and clearly communicate their values easily and effectively.