Abeo School Change
What happens when you outgrow your name?
It happened to Sting, Bono, and Puff Daddy. And it can happen to companies and nonprofits, too.
The Small Schools Project had earned great success and respect as a reform-focused school consultant. Trouble was, they no longer worked only with small schools. And they had switched from grant-based funding to a fee-for-service model, which required, more than ever, an identity that conveyed expertise and value.
So it was time for some reflection. Strategic decisions. And a top-to-bottom brand overhaul.
We began with the cornerstone of every identity: the name. After vetting a range of options, we helped the organizations’ partners come to consensus on Abeo School Change. Abeo—in addition to being short and rich in mellifluous vowels—is a Latin word meaning “change.” Adding the words School Change to the name left no room for confusion about Abeo’s mission.
As so often happens when you find the right name, much of the rest of the identity flowed naturally from there. A new logo. A new color palette. And a distinct look and feel that spoke to the organization’s heart, experience, and transformative power.
We also helped Abeo hone positioning that provided new clarity about its scope and purpose—not only among the schools it served but among staff members as well. Result? A reinvigorated organization that is clearer than ever about what it does and where it’s going.
Identity
