Branding

New Money

A couple of years after they first launched, Fund Good Jobs merged with its sister organization, ICA. In theory, the merger would streamline entrepreneur advisory services, education, and investments under one roof. And most importantly, it would help position the team to scale and innovate.

But this also felt like a do or die moment. Like many nonprofits, they spent a lot of time hustling to raise money and it became clear that model wasn’t sustainable. They had to transform the organization and needed a brand that would shake things up to unlock new revenue streams.

The interim co-brand wasn’t helping matters. ICA Fund Good Jobs was a mouthful and it started conversations about the merger instead of the mission, which itself had become a bit messy. After hours of stakeholder interviews, competitive analysis, and workshops with their team, we had a bold new platform for the brand.

Then came naming. Naming can be tricky, especially when you have a board involved. And we knew this name was a lightning rod. The board, of course, thought it was too risky, that it might jeopardize funding. But in reality, funding was already in jeopardy. Traditional sources moved slowly if at all and wouldn’t fund innovation or growth.

Our theory was that this new name and brand would resonate with a different group of disruptive, impact-minded investors. And when we focus-grouped the brand, it worked. People connected with the name and were inspired by the mission. The messaging was edgy and thought provoking. The art direction was authentic, artful, and vivid with diversity.

But, the board wasn’t ready to move. so, New Money is in limbo at the moment. still, I’m proud of the work and believe in the vision.

The term was originally used to disparage those who came from working class families, who somehow found a way to overcome the odds and acquire wealth. And Yet, that’s exactly what we should aspire to as a society. That’s the foundation of the American Dream. By reappropriating the phrase, we turn it into a source of pride, something that communicates both the struggle and the success. We speak to a new brand of capitalism, new ways of looking at wealth, new ways of investing. New Money.