How It All Began
In January 2013, the North County Women’s Shelter & Resource Center merged with the Sexual Assault Recovery and Prevention Center of San Luis Obispo County to create one stronger organization that provides a variety of services for survivors of sexual assault and intimate partner violence. They hired Verdin to help them move forward as one organization with a new name, new brand and complete messaging. It was important to communicate that these organizations still existed, but were stronger as one. The goal was to leverage each organization’s reputations to create an even more recognized, visible presence for the new brand in the community.
Exhaustive research, planning and surveying went into the careful selection of the new name. It was critical that the new name and accompanying brand would be positive and uplifting for survivors as well as donors, supporters and volunteers. After months of research, the board and staff decided on the name RISE, an acronym for Respect, Inspire, Support, Empower. The logo combines teal for sexual assault awareness and purple for domestic violence awareness, combined with orange to represent fire. The icon incorporated represents the wing of a phoenix, mirroring the empowerment model used by the organization to help survivors and their loved ones rise out of the ashes and help heal themselves. Verdin then partnered with RISE to create a launch plan that included media outreach, social media changes, collateral materials (business cards, letterhead, and bilingual wallet cards and brochures) and a new bilingual website.
Public relations support included a special event in which constituents were invited, a press release that went out to local media, a full social media migration guide with complete step-by-step instructions on how to merge the two separate social networks into one, and a new robust website that combined content from both previous websites into one comprehensive resource for sexual assault and intimate partner abuse survivors and the community. Once the website launched, we also distributed another press release to the media.
The RISE brand launch received great media coverage from almost every local newspaper and news broadcast station, potentially reaching 221,255 people across the Central Coast.