REBRANDING PLOUGHSHARES
Modernizing a Mission to Reach New, Diverse Audiences in the Fight Against Nuclear Weapons
Ploughshares Fund, a nonprofit dedicated to reducing the threat of nuclear weapons, partnered with us to reimagine their brand and reach younger, more diverse audiences. Historically supported by an older, white male donor base, they aimed to broaden their appeal and engage a wider demographic. Through strategic naming, logo design, brand messaging, and marketing materials, we crafted a fresh, modern identity that resonated with a more inclusive audience while staying true to their mission.
+ Naming
+ Brand Audit
+ Brand Messaging
+ Logo Design
+ Brand Identity
+ Style Guide
+ Asset Library
+ Marketing Materials
Challenge
For years, Ploughshares Fund had been associated with a niche, predominantly wealthy, white male donor base, limiting the organization’s potential reach. The challenge was to create a brand that would appeal not only to its existing supporters but also to younger, more diverse audiences who may not have previously seen themselves reflected in the organization’s messaging. The rebrand had to balance the gravitas of their mission—reducing the threat of nuclear weapons—with a fresh, modern look that invited engagement from a broader demographic.
Approach
Our approach involved a deep dive into Ploughshares’ vision, understanding their desire to broaden their reach and appeal to a younger, more diverse audience while still honoring their legacy. We focused on developing a brand that could transcend traditional perceptions and communicate a global, inclusive message of peace and security. Key steps included naming, logo design, brand messaging brand identity, brand guidelines, branded templates, and marketing materials.
Results
The rebrand resulted in a clear and compelling brand identity that resonated with both existing and new audiences. Ploughshares saw an increase in engagement across their digital platforms, with more donations, newsletter sign-ups, and social media shares. The updated branding strengthened their position as a leader in the nuclear disarmament field, making it easier for them to communicate their impact and build partnerships. The consistent, professional look of their marketing materials now matched the critical importance of their work, helping them further their mission to create a safer world free of nuclear threats.
I’ve worked with Design in Mind twice and was delighted with the experience and results each time. They developed a comprehensive rebranding campaign for two organizations where I was communications director. They were responsive, creative, easy to work with, and always on schedule. Would absolutely work with them again!
