As part of the consultative process, we held individual brainstorm sessions over Zoom with each of their internal stakeholders (Board, staff, volunteers and youth) to see what they thought of the old name and get suggestions for new names.
There was a strong desire for a new name, and together we drew up a long list, then a shortlist and then a final choice – in sync. Its dictionary definition “working well together” is a perfect description for how they operate, so much so, that it became the obvious choice for their new tagline.
In terms of design, the logo needed to be bright and colourful to appeal to young people while at the same time be smart and presentable to appeal to funders. It also needed to straddle different services and projects in the form of sub-brands.
In the client's own words
Passion for Creative worked with us throughout the consultative process before developing a new brand identity and presenting it to our stakeholders. They showed great passion for the project, but also great patience and understanding. We've had a fantastic response to the change, and Passion deserves a lot of the credit.
Tom Dunne, Chief Executive Officer - In Sync