As Your Organization Evolves, So Must Your Brand

Discover how to ensure your brand reflects your organization’s growth, values, and vision. Learn when and how to evolve your brand to stay relevant, strengthen trust, and maximize impact.

  • Illustration of an eye on a bright yellow background. The eye is depicted in minimalist style, with a white outline, a central black iris, and layered shades of blue suggesting the shape of the eye. The design has a modern, abstract feel.
    Does Rebranding Really Transform Nonprofits?

    I realize that, coming from a branding studio, this sounds like a slightly cynical, mostly rhetorical question, but hear me out. The answer might not be what you expect.

    By Deroy Peraza, Partner at Hyperakt

    Rebranding – which can include updating your positioning, messaging, visual identity, website and more – is a big investment of time and capital. To the outside world, it signals an intention to mark a new moment in your organization’s history and to be perceived differently. When done effectively, an updated brand can undoubtedly create powerful new opportunities for impact that more than justify your investment. But a rebrand, in and of itself, is not transformative – it will not change your organization. Rebranding is actually a record of a transformation that has happened or is already under way. In other words, rebranding doesn’t cause transformation – transformation inspires rebranding. And for nonprofits and civil institutions, this transformation comes from within.

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  • An abstract illustration shows a person standing on a large, incomplete jigsaw puzzle. The puzzle pieces are dark with orange patterns and arrows drawn on them. The person has wavy hair, is wearing a black top, and pants with circular designs.
    Rebranding While In Flux

    How to approach brand strategy when your organization is in a period of major transition.

    By Deroy Peraza, Partner at Hyperakt

    As a leader of an independent design studio that’s been around for a hot minute (about 11 million minutes, actually, over our 21 years), the only constant I’ve seen is the need to adapt to the curveballs the world has thrown at us when we least expected them. The way we talk about our work and the value we bring to our clients has evolved at a similarly brisk pace—we’re constantly hustling, always in motion.

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  • Illustration of three people working in a field with young plants sprouting. One person holds a rake, another uses a hoe, and the third has a pitchfork. The sun sets on the horizon, casting an orange hue over the scene.
    The Branding Process Is Change Management

    A rebrand stems from deeper organizational change. Involving your team early and wisely makes the process easier.

    By Deroy Peraza, Partner at Hyperakt

    Your nonprofit exists to drive change—so why does it feel so hard when it’s your organization undergoing change?

    When we work with a nonprofit on branding, it’s rarely just about a new logo. More often, it’s because the organization is wrestling with something deeper: who they are, how they work, and how they show up in a changing world. A rebrand brings uncertainty because it signals bigger organizational shifts.

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  • Illustration featuring a group of diverse individuals collaborating together to push a large, red arrow upward, symbolizing progress and teamwork. The background is adorned with dynamic, swirling lines in blue and orange, creating a sense of movement and energy.
    Rowing In the Same Direction

    To what extent should your nonprofit’s mission line up with your employees’ personal values?

    By Deroy Peraza, Partner at Hyperakt

    We often hear that people gravitate toward working in the social impact space because they want to work on issues that align with their values. It sounds like a beautiful motivation, but beneath the surface, it’s a lot more complicated than it seems.

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  • Illustration of a person with orange hair and a purple shirt dancing joyfully among oversized musical notes and a treble clef. The background features a light orange gradient with green musical staff lines, evoking a sense of music and movement.
    Beyond the Brand Guide

    Foster a culture of brand participation.

    By Deroy Peraza, Partner at Hyperakt

    For more than 20 years, we’ve worked with nonprofit organizations to build brands that empower them to achieve their highest impact in the world. And the more we do this work, the more certain we’ve become that the process doesn’t end when the new brand is launched.

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  • A vibrant, colorful illustration features a conductor leading an orchestra in a grand concert hall. Musicians are positioned in rows, playing various instruments such as violins and cellos. The conductor stands at the center, arms raised, guiding the performance.
    A Solid Rollout Plan for Your New Brand

    Before you go public with a new identity, build enthusiasm within your team.

    By Deroy Peraza, Partner at Hyperakt

    The rebranding process is deep and comprehensive, and it often comes on the heels of some kind of transformative change within an organization. It’s tempting for everyone involved to sprint to the finish line and then mark it done.

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