Modernizing a Legacy: Re-branding a 20-year-old Non-Profit in the SF Bay Area
sfBIG is a non-profit association that connects brands, advertising agencies, media, and technology providers. They focus on fostering community and providing educational resources to support industry growth in the Bay Area.
Modernizing a Legacy: Re-branding a 20-year-old Non-Profit in the SF Bay Area
sfBIG is a non-profit association that connects brands, advertising agencies, media, and technology providers. They focus on fostering community and providing educational resources to support industry growth in the Bay Area.
Despite being an organization of marketing professionals, sfBIG was dealing with two major brand problems. First, was the organization’s outdated and overactive website. As a highly involved community, sfBIG added a lot of content and event information in its 20 years, content that had grown out of hand to manage or find. Once we started looking deeper into the brand, we found their second, and most pressing concern was their brand identity.
Non-Profit Website Design
SFBig's website, like many non-profits, struggled with outdated technology. It used an old WordPress theme, called Kreativ Pro, which led to a cumbersome user experience both on the frontend and backend. The organization needed to simplify website management and update its technology. Additionally, the site’s mega menu created confusion among members and non-members alike. Important content was difficult to find due to a cluttered sitemap and years of old events collecting cobwebs in the backend.
Creating Clear Branding
SFBig faced challenges with its branding; the logo’s colors and imagery and inconsistencies in its overall design and messaging obscured its identity. Their website and promotional materials did not communicate who they are, what they do, and why they do it, making it difficult for potential members and sponsors to understand and connect with their mission. A coherent brand strategy was essential to strengthen their presence and appeal.
Modernizing a Non-Profit's Image
SFBig needed to modernize its image and outreach strategies to attract a younger membership and be more inclusive to the ever-expanding tech community in the Bay area. The organization wanted to do this while still staying true to the vision of its late founder, John Durham, a respected figure in the adtech space. I knew John and was honored to be chosen to help his legacy carry on into the next generation.
sfBIG Brand Colors
The Strategy
Modernize a legacy
After our initial discussions and research phase, I realized sfBIG needed more than a website facelift to rejuvenate its image. They were losing credibility among San Francisco’s youngest and brightest talent. I developed a 12-step plan to tackle each phase of the re-design critical to modernizing its legacy, from branding to website.
Setting the Path for Clear Brand Identity
Sometimes the questions I ask during a website redesign unveil hidden brand identity issues. That was the case with sfBIG. We realized its website didn’t clearly articulate the organization’s purpose and ideal members. To rectify this, I developed comprehensive brand guidelines that clearly articulated who SFBig is, what they do, and why they do it. The guidelines were then voted on by the board and given to all the members. This clarity supported volunteers in effectively communicating with sponsors and potential members, ensuring consistent messaging across all platforms.
Creating Visual Branding for a Non-Profit
The organization's logo was updated to a sleeker, more modern design. The literal iconography of the Golden Gate Bride was reinterpreted. Then, we shifted the color scheme from bright red and navy blue to a darker hue of red, brought in black and grey for a modern feel, and brought in some a light golden color to pay homage to the famous bridge. These changes were aimed at making the brand feel more contemporary and appealing to a broader audience.
Website Design Strategy
The website was the last piece of rebranding. To modernize the non-profit website, I first had to move the organization from its outdated WordPress theme to Elementor. Elementor is very intuitive, so it would be easy for volunteers and board members to maintain the website. As volunteers and board memberships pass the baton, they could easily train the next crew, leaving them a frequently updated resource library to draw on. On top of that, I created a new, sleek design and streamlined the sitemap from 341 pages to 16 pages. This allowed members, sponsors, and potential members to get information faster.
sfBIG Swag and Business Cards
The Results
A new visual identity
The new visual identity modernized the brand’s appeal to San Fransisco’s up-and-coming ad, marketing, and tech talent.
Moving Forward
I am happy with sfBIG’s new look. There is something deeply rewarding about working with organizations that are there for the greater good and whose efforts go beyond revenue and profit. It’s a reminder that human connections matter and that it feels good to help others.
On a more personal note, I know John would have loved the new opportunities this rebrand will bring within our Bay Area. That is enough for me to be proud of the work the sfBIG team and I created together.
Borja is extremely thorough, thoughtful and creative in everything he does for his projects.Kelly Burke, sfBig CEO & Executive Director
Looking to redesign your current non-profit website? I have extensive experience helping non-profits, like sfBIG, improve member branding and websites to attract and convert their ideal members. Reach out to discuss how I can help you.
