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Surge, a non-profit organization dedicated to providing clean drinking water to disadvantaged communities, underwent a transformative rebranding process in collaboration with Jpd, a renowned branding agency. The objective was to enhance communication, volunteer engagement, and fundraising initiatives. Jpd devised a comprehensive brand strategy, integrating the "Ripple Effect" concept to emphasize the enduring impact of even the smallest acts of generosity. The agency meticulously refined Surge's brand elements formulated a compelling brand positioning statement and established a cohesive tone of voice and design system. The outcome yielded a robust brand foundation to propel Surge's mission and future objectives with professionalism, innovation, and strategic insight.
Surge lacked a comprehensive brand story that could effectively communicate its multi-faceted approach of bringing safe drinking water to developing countries while uplifting the entire ecosystem and economy of the community. This affected its internal and external communication, volunteer engagement, and fundraising efforts. Jpd was tasked to develop a solid Brand Positioning that could incorporate the established brand elements while reflecting Surge’s soul, mission, and future goals.
As a leading branding agency, we worked closely with Surge to create a plan for rebranding that would allow them to make the most impact with their marketing and communications initiatives. After undergoing detailed research and brainstorming sessions, Jpd developed the Brand Driver “Ripple Effect” to capture the idea that even a tiny drop of generosity has a long-lasting effect. The agency developed Surge’s brand positioning statement, key attributes, and a detailed brand tone of voice and design system. The Jpd team also offered refinements to the established brandmark, rolled out the full Look & Feel system, and provided a full brand guideline to ensure consistent brand roll-out.
With the implementation of the new brand strategy, the Surge team achieved the highest results ever recorded, providing safe water access to 215,947 people. The renaming of the annual key fundraising event and introducing of the new brand to a broader audience resulted in more partners. The new speakers who volunteered to come from Uganda to deliver their message reflected a real impact of brand engagement. With the Brand Tone of Voice guide, every speech made an incredible impact, touching on different elements of the organization yet relying on one central platform of the brand story.
Transform Awards MEA
Gold Award Winner
Best Visual Identity from a Non-Profit
