Branding for national nonprofit

BlueHub logo design
BlueHub CapitalBrandingBrandingBrand InsightsBrand StrategyLogo DesignVisual IdentityIndustryIndustryNonprofitAwardsAwardsHermes Creative Award Communicator AwardProject teamProject teamJulia FrenkleCreative Director, PartnerLily RoblesCreative Director, PartnerEllery MooreyCreative DirectorEmily KnappArt DirectorCasey McGeeArt Director4Legal reviews to approve the name

Brand Development & Activation

After 34 years, Boston Community Capital’s work took them beyond Boston and then quickly beyond the state of Massachusetts. To communicate this reach, it was time to change their name and update their identity and we were delighted to do branding for this national nonprofit. Our discovery work, which included numerous interviews, led to the development of a brand strategy that honored their evolution and their strong reputation. We, then, activated the brand strategy by using it as a guide for the renaming, logo design, and visual identity process.

Innovative Community Development

Boston Community Capital (BCC) — now BlueHub Capital — was founded in 1984 and is one of the most innovative and successful community development financial institutions in the nation. BCC investments are credited with preventing more than 800 foreclosure-related evictions, renovating 2 million square feet of real estate, building or preserving nearly 20,000 units of affordable housing, and creating 4,440 living-wage jobs.

 

We vetted more than 300 names for brand alignment and legal and URL availability.

 

Renaming

The renaming work consisted of many brainstorming sessions, research into Latin and other language roots, and more than 4 legal reviews. Working session with the CEO, group meetings with leadership, and survey with partners and the larger community. After checking more than 300 names and their availability as URLs, the final name was BlueHub Capital.

Blue: Refers to “blue economy”, a next generation approach that infuses sustainability and ethics into the work of meeting human needs.

Hub: Speaks to our role as a catalyst and connector within and across communities, as well as a reference to Boston, which we call home.

Logo Design

We created 15 logo options guided by the brand strategy. BlueHub Capital’s senior leadership attended design reviews to provide feedback, build consensus, and narrow down the logo design options.

Our approach to logo design is to ask reviewers to evaluate which logos work vs. selecting logos they like. This process results in successful logos that express the brand most accurately. Removing excess subjectivity from the process also allows people to speak freely and productively.

For many participants, the process was very different from their regular work and found it extremely fun. After about 3 months, our graphic designers completed the final logo design as well as the logos for their sub-brands and affiliates. The result was a visual identity and graphic design system that worked for each of the companies and leveraged the reputation of the master brand.

Branding a national nonprofit was certainly a challenge and we are grateful for the opportunity to work with BlueHub Capital. Other services or projects since the rebrand include annual report design, reskinning their website, and infographic design.

Opus Design worked diligently with us on our rebranding. We’re a complex organization and our decision-making is by consensus, so the process of identifying a new name was longer than usual. It was worth it: we ended up with a name that stands out and a stunning visual identity that our employees, partners, investors and other stakeholders like very much. Throughout the process, Opus was responsive and flexible in turning around our requests. I highly recommend them.

Susan RiversChief Communications Officer, BlueHub Capital (formerly Boston Community Capital)