Formerly Peninsula Center for the Blind and Visually Impaired, the PCBVI brand was not memorable, did not reflect the mission of the organization or accurately support a planned merger with a similar organization in Santa Cruz.
A comprehensive communications audit of the center’s messaging, branding practices and audience touchpoints was measured against competitive loss-of-vision organizations. Next, in-depth interviews were conducted with key stakeholders including clients, executive management, staff, referring physicians, volunteers and donors. A gap analysis showed vital differences in what PCBVI intended to communicate versus perceived and desired attributes of key audiences.
A new brand platform was created, including core values and attributes that captured the essence of the organization: “Embrace life to the fullest.” The new brand platform was transformed into a new name—Vista Center—and an identity that is memorable, accurately reflects the center’s brand essence and supports future growth. The identity and supporting graphics were then applied to all audience touchpoints including a capital campaign theme and brochure system to launch fund-raising for the new headquarters