Re-Branding, at Year 100 

Re-branding can present challenges - namely, how to honor the past while embracing a new identity that captures the spirit and promise of now?

Graybird Foundation, an ambitious philanthropic group that teams with nonprofits to make bold marketing moves, asked Underground to lead the re-branding of Gatepath, a much-loved Bay Area organization that has served individuals and families with intellectual and developmental disabilities for an entire century. 

Underground helped stakeholders to choose a new name and offered a logo that respected the longevity of the organization and injected modernity and freshness at once. We also moderated a brainstorming session and then developed a tagline for the organization, Inspiring Inclusion. (Taglines are one of Underground’s specialties, having developed dozens for clients.)