Changing your name is the easy part. Getting 60 chapters and 600 people to actually adopt it is the work.
When JDRF became Breakthrough T1D, the organization had to roll out a new identity across a nationwide network, all while operating in full public view.
Arielle Cilaire of Breakthrough T1D and Emily Hughes of Orange Logic share an honest look at what it took to make the transition stick.
Covering:
- Launching on a fresh platform to create a clean break from legacy systems
- Distributing physical brand kits that connected teams to ready-to-use digital templates
- Retiring outdated and unlicensed assets (goodbye, ‘airplane boy’)
- Using automated weekly “what’s new” alerts to ensure chapters always has access to the latest approved materials
A candid conversation about what’s still messy, including why “formerly JDRF” is still part of the brand story, and what they’d do differently if they had to do it again.
A change-management story, with practical lessons, for anyone facing a refresh, a merger, or a name change.