The Gift of Greater Impact

KC G.I.F.T. rebrand increases visibility, emotional connection with grantees and donors.

Challenge

KC G.I.F.T., a nonprofit dedicated to supporting Black businesses, sought a way to clearly and emotionally connect with its audience. While its programs were making an impact, the organization faced several challenges, including:

A logo and visual identity that no longer reflected the scope and importance of its work

Outdated messaging that was inconsistent across channels

A lack of clear, cohesive positioning that effectively communicated value

To grow reach and appeal to new donors and community partners, KC G.I.F.T. enlisted Crux for a full rebrand to refine its messaging and visual identity.

Solution

Crux took a thorough, research-driven approach to the rebrand, ensuring the new identity resonated with all key stakeholders.

Stakeholder Interviews: To understand the nonprofit’s strengths, challenges and areas for growth, Crux conducted in-depth interviews with donors, grantees, board members and staff. This research provided critical insights into how KC G.I.F.T. was perceived and highlighted opportunities to sharpen its messaging.

Brand Audit: Crux performed a comprehensive audit of the nonprofit’s visual brand, messaging, website, social media channels, SEO and PR efforts. This audit revealed inconsistencies in messaging and a lack of alignment between the organization’s core mission and its external communications.

Messaging and Positioning: Based on the research and brand audit, Crux identified what makes KC G.I.F.T. unique and developed a cohesive story, including a new brand narrative, elevator pitch and boilerplate to consistently tell the nonprofit’s story in a compelling way, emphasizing its long-term impact.

Visual Identity: Crux created a modern, inspiring logo that symbolized KC G.I.F.T.’s forward-looking approach while honoring its history. The visual identity was extended to include updated colors, typography and design elements that were implemented across the nonprofit’s website, print materials and social media.

Services Provided

Logo Development
Messaging
Positioning
Visual Brand Identity

Results

KC G.I.F.T.’s rebrand was a transformative success, creating a new look and voice that are as impactful as the mission they serve and positioning it for future growth.

An Iconic Logo: The new logo has been widely praised by stakeholders, serving as a bold symbol of the organization’s mission and impact.

Stronger Emotional Connection: Clearer messaging made it easier for donors, grantees and the community to align with KC G.I.F.T.’s vision.

Positive PR and Awareness: The rebrand garnered attention from local and industry media outlets, leading to increased visibility for KC G.I.F.T. and its work in the community. The new logo and messaging were shared widely across social platforms.

Through strategic research, thoughtful messaging and a fresh visual identity, Crux helped KC G.I.F.T. revitalize its brand, allowing it to better serve its mission and reach new heights of success.