Dog Therapy Nonprofit Gets Rebranded During All-Night Challenge
When dog trainer Danielle Graczyk was recovering from personal issues, she realized that canine love, motivation and what she calls “dog medicine” were a major part in how she got better.
If her furry companions could help her out, she knew it could work for others too. So in 2010, she founded Canine Inspired Change to help bullied and traumatized kids through the help of dogs.
CIC partners with schools and volunteers with well-behaved dogs to offer structured classes for vulnerable kids to learn social and emotional skills. But with the organization’s branding, they had trouble communicating that to stakeholders, who sometimes thought it was a shelter or an organization that offered therapy dogs.
“As an organization, we do something very unique, and we were having trouble explaining that to people in an easy way,” Graczyk said. “We knew we needed help with our brand to tell a better story.”
Enter: the RedEye Rebrand. Now in its fifth year, the all-night rebranding challenge put on by Minneapolis-based marketing agency StoneArch Creative. Canine Inspired Change was chosen after being nominated by an employee and then voted on by the public. The challenge took place in May with the full rebranding rolling out last month.
“[CIC’s] visuals and name screamed—barked—‘dog organization’ without highlighting the human beneficiaries,” StoneArch president Jessica Boden said. “We felt this limited their reach. A brand that more immediately conveyed the human side of their story would help them appeal to both dog and people fans.”
In a single, sleepless night, staffers at StoneArch worked with CIC to give them a totally different image, including an updated logo and website, business cards, testimonial videos, brochures and even bandanas for “fashion-conscious” therapy dogs.
Graczyk said the entire process made her—and her colleagues—reexamine how the nonprofit was represented. And a little over a month with a new image, Graczyk said they’ve received widespread positive feedback.
“It forced use to look at our organization a bit differently,” she said. And after the rebrand “we’re much more confident now because through our branding, we’re able to tell a more clear and compelling story about how we help people.”
StoneArch’s all-nighters have helped rebrand several organizations. Last year, it assisted One Heartland—a nonprofit that puts on a summer camp for stigmatized teenagers, including those affected by HIV/AIDS, in transitional housing, LGBT youth and others. In 2015, they rebranded Magic Arms for the World, which provides a 3D-printed device that helps children with Arthrogryposis Multiplex Congenita (AMC) move their arms.
The RedEye Rebrand is “a way to empower smaller nonprofits in our community that we believe in,” StoneArch president Boden said. “[It] creates a lasting impact—more than just a cash donation—that’s extremely gratifying for our entire agency.”