Inspiring a Non-profit Brand Refresh

How the Bain Group applied brand strategy and creative execution to revitalize a legacy non-profit brand.

Challenge: Membership is vital to the long-term success, and existence, of the National Environmental Health Association (NEHA). With ~80,000 environmental health professionals nationwide, under 10,000 of those are current members. They need to be reminded of the brand, the purpose of the association, the value of membership, and how integral they are to NEHA. However, there’s one problem— the NEHA brand has lost its cohesion and is not as closely connected or appropriate for all audiences as trends continue to evolve.

Solution: When NEHA brand refresh goals came to fruition, not only did a strong basis for brand advocacy advance—but equally important was need to coalesce unspoken employee/stakeholder beliefs, emotional awareness, and shared values. It is important for internal audiences (constituents, leadership team, employees) to understand and support the association’s brand. And this comes from education and inclusion. 

Result: Once the discovery phase was complete, the Bain Group developed a unique brand strategy specifically for NEHA. By establishing a Brand Advisory Committee, two logo concepts were brought before the Board of Directors for approval. The committee's proposed solution was chosen. With this brand refresh, NEHA will benefit from less confusion, more confidence, the elimination of ambiguity, and more commitment internally and, most importantly, through increased memberships.

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