A national professional organization in an industry that had radically changed since its founding in 1979, was in the midst of a major rebranding. In order to ensure that the new direction aligned with membership needs and perspectives, Southpaw Insights was invited to conduct qualitative research before the brand relaunch.
Rebranding a National Professional Organization
Southpaw Insights conducted online focus groups with legacy members, younger members, and prospects to learn about what mattered most with respect to the organization’s mission, programming, member benefits, and brand. We also tested three different versions of a new name, logo, and palette to learn what resonated most/least.
We learned that the members interpreted the proposed new name in a surprisingly negative way and that the “feel” of the new logo/palette was already seen as being dated. Using insights provided by Southpaw Insights, the name, tagline, logo, and palette were adjusted – resulting in a highly successful brand relaunch.