(all photos from Cosa Buena)
Cosa Buena arrived at a point where they wanted to expand the social enterprise business into also being a NGO that can focus more directly on impact, receive donations, grants and partner more easily with other nonprofits.
But of course, having two organizations sharing a name yet fulfilling different roles can lead to some confusion in understanding what role each plays and a clear picture of intention and impact.
Naturally, it’s important to tell that story in a clear and transparent manner for all partners, community and stakeholders.
Brand strategy
Consulting, Brand Architecture, Brand Map, Misison, Vision, Values
Brand Identity
Logo, Visual Identity, Style Guide, Messaging
In communities where there is so much need, often comes with the most cultural complexity. The intricacies are not to be underestimated. A range of sensitive historical context of outsiders working within and together with indigenous communities can be difficult even with the best of intentions (which clearly Cosa Buena always has had). So real attention is required not only to the language one uses, but a real awareness of what/how one is working as well.
Additionally, a number of other organizations continue popping up in this niche area of artisan and craft preservation in indigenous communities. Which makes clear language, intention and transparency even more important in crafting clear and distinct missions.
Through a series of conversations we began to determine what will help to give the clarity Cosa Buena needed to tell their story to navigate these conversations. We needed a clear central “why” for defining the distinct roles each of the two parts of this organization. A way that audiences understand the different structures of funding, missions, and benefits for each, while also highlighting what role and purpose is central to both.
Once we could define that overlap, roles and value that the LLC and NGO sides work together to create, a clearer picture of two separate entities sharing a core purpose emerges. Often we think of for-profit and nonprofit working as opposites (one existing solely for profit). But if we understand how it parts fit together, we can tell that story differently of how they work symbiotically as cause platforms.
Additionally, it was time to step up the brand visual identity game for all communications, reports, and catalogs. Templates and a defined set of identity design guidelines could help distinguish visually between the NGO and LLC client touch points.
