BRAND REFRESH

NAF

National nonprofit providing career readiness to high school students.

An external agency rebranded NAF in 2014. However, external services could only bring the brand so far, and an in-house creative lead was hired to redefine and elevate the brand.

The NAF Brand Strategy team expanded the organization's brand positioning through segmentation and sub-brands under one cohesive mission, tailored to each market. The brand was refreshed across multichannel campaigns and the NAF network was trained on guidelines and template usage to become optimal brand ambassadors.

The brand's engagement has increased over channels by 15%, while the Brand Strategy team has had 50% productivity growth year over year.