A Non-profit Rebrand at the Peak of the Pandemic
The Challenge
In March of 2020, Dementia-Friendly Communities of Northern Colorado found itself at a crossroads. The COVID-19 pandemic was forcing this non-profit to adjust how they provided ground-breaking education and enrichment programs for people living with dementia. They also realized that in order to improve their recognition and (ironically) their memorability, they needed a fresh start with their brand. Their name was too long, and there were several other dementia organizations with nearly identical names and logos.
Our Plan
Bonfire Effect engaged with the Dementia-Friendly team on a complete brand overhaul while simultaneously helping them spread the word within their community about new ways to connect online in the midst of the lockdowns.
Through market research and interviews with internal stakeholders and some of their enrichment program participants, we had the insight we needed to rename, rebrand, and reposition this one-of-a-kind Colorado non-profit. In July of 2020, Dementia Together was introduced. The logo embodied their mission to walk with those living with dementia. And the color palette gave a hearty nod to their legacy brand.
The Results
Working with organizations like Dementia Together is a big part of why we do what we do at Bonfire Effect. We believe in helping good people do good work, and that perfectly describes Dementia Together.
In May – at the height of the pandemic – the Dementia Together team hosted a Virtual Variety Show via Zoom, featuring a local country music duo playing old favorites that everyone could sing along to. It was a global event, as more than 100 people were in attendance – including a few from Britain and the Yukon Territory.
With the new brand identity in place, Bonfire Effect crafted a launch strategy on a limited budget that focused on email and social deliverables to help raise $20,000 through a $10,000 matching donation campaign. As part of the brand-launch strategy, Bonfire Effect rebuilt high-impact pages on their website, put together new Mailchimp and social media templates, and updated their print collateral.
“The talented marketing staff at Bonfire Effect exceeded our expectations with their creative, patient, and honest approach. They listened. They clarified. They helped us clarify. And they cared enough to capture our purpose and passion while actually making the re-branding process fun. Plus, the end product with our new look and messaging is us. They got it right. Because of Bonfire Effect, we have successfully launched into a whole new “grown up” chapter in the story of our non-profit organization.”