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A newly consolidated name usage, logo, tagline, and brand system helped the organization operate intentionally in support of fundraising e!orts.

“This is an achievement. It’s amazing how far the board has come over the course of this project. I’m excited by this.”

—Kathy Spahn CEO, Helen Keller Intl

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Helen Keller IntlSituationBefore AfterThe global brand consisted of little more than a logo and colors. The board and sta!'s understanding of a brand’s role in business strategy was minimal.

The board and sta! now clearly understand the role of the brand in achieving organizational business goals. The revised use of the name and the new tagline “Continuing Her Work” connect the organization emotionally to its founder and set the stage for the donor conversation. The new brand is a complete system tied to organizational strategy and enthusiastically supported by board members and "eld sta! around the world.

Continuing Her Work.

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As we conducted donor research, we found that there was a donor target entirely outside of their awareness. This !nding was both a shock and a revelation to the client. Once discovered, this new donor target served as the organizing principle for the rest of the brand research and brand design work.

“Tronvig’s brand strategy work was methodically arrived at and convincingly presented. It’s the strongest kind of recommendation, something you never would have arrived at, but once you see it you slap yourself, ‘Why didn’t we think of that?’”Nancy Haitch VP External Relations, Helen Keller Intl

Helen Keller IntlDiscovery

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The initial discovery work was conducted in the organization’s New York City headquarters, gathering participants from their operations in North America, Africa, Europe, and Asia. The key !nding was to reverse the trend of leaning away from their co-founder Helen Keller and instead to more fully embrace her life and legacy as the central guiding light of the organization. She emerged as the essence of the brand personality and the de facto Brand Idea. This served as the guiding light for the rest of the project.

I feel …

• guilt (understand my privileges)• obligation• I matter (a connection to meaning)• outrage• compassion (shared humanity)• it’s “by the grace of God” (feeling lucky)

2. How does Helen Keller Intl deliver its bene!ts?

• Rigor (in terms of both scienti"c basis and program selectivity)

• Community (local, sustainable ownership of programs)

• Unseen (focus on people, places, problems that are forgotten or overlooked)

1. What Is Helen Keller Intl?

HKI, co-founded by Helen Keller in 1915, implements pioneering programs to ensure vulnerable families’ right to eye health and essential nutrition in partnership with impoverished communities in the US and around the world.

5. Brand Idea

Helen Keller4. Core Values

• Rigor• Integrity• Grit• Compassion

3. Why? (Emotional drivers)

I want/need …

• a safer world• cost-e!ective solutions• to make a di!erence• to be part of something bigger• to assuage my grief• a return on investment• a proven track record• social con"rmation/validation• relatability (empathy)• a tax deduction• spirituality/religiosity (secular)• to curry favor• a healthier world• to feel better

1

3

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2

Brand Pyramid

Helen Keller IntlDiscovery

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Helen Keller IntlActions

• Website completely redone based on new brand style guide created by Tronvig and web project managed by the Helen Keller marketing team in consultation with Tronvig

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Helen Keller IntlActions

• Newly consolidated usage of the organizational name

• New donor targeting priorities

• New visual identity system • New tagline • New campaign slogan

• New pitch materials• New organization-wide

understanding of a brand’s power and utility