Media Nonprofit Rebrand: A Clearer Mission and a Stronger Connection
Balancing Grit and Hope: Tradeoffs’ Bold New Brand Identity
Tradeoffs, a nonprofit that explores the challenging and sensitive complexities of the U.S. health care system, sought a rebrand to better reflect its mission. Through a clean editorial design, bold colors, and artistic textures, we delivered an identity that captures the seriousness of their topics while inspiring hope and action.
+ Logo Design
+ Tagline
+ Visual Identity
+ Brand Guidelines
+ PowerPoint Template
+ Podcast Artwork
+ Art Direction
+ Website Design
Challenge
Tradeoffs faced the challenge of establishing a unified and compelling brand identity that accurately represented its mission to explore the confusing, costly, and often counterintuitive health care system. Their existing branding lacked the cohesion and visual appeal necessary to engage a diverse audience, including policymakers, health care professionals, and the general public. Additionally, their digital presence needed enhancement to effectively communicate their content and expand their reach.
Approach
We began with a deep dive into Tradeoffs’ mission and audience, crafting a thoughtful visual identity that unified their brand elements. Our approach ensured that every aspect of the rebrand—from logo and tagline to digital assets—reflected their expertise and approachability. The website redesign prioritized user experience and accessibility, while other materials, like PowerPoint templates and podcast artwork, enhanced their professional image and is extending their reach across platforms.
Results
The rebrand transformed Tradeoffs’ presence, boosting recognition among funders and key stakeholders. Their updated digital and visual identity better communicates what they do, while professionalized materials have strengthened their ability to inform and influence critical health policy conversations.
Overall, the comprehensive rebranding project successfully aligned Tradeoffs’ visual presence with its mission, enhancing its ability to inform and engage audiences on critical health policy issues.
Design in Mind has been a pleasure to work with. They have very effective and timely communication and the learnings throughout the project helped us achieve our goals. You all are the best in the business!
Tradeoffs
Katherin Dugal
Director of Marketing & Audience
