When Network for Good needed to rebrand after losing their name rights, I helped transform a potential crisis into an opportunity for clarity and growth.
Background
Network for Good is a nonprofit organization on a mission to unleash generosity. Since 2001, they've delivered over $5 billion to 400,000+ charities through innovative programs and strategic partnerships with companies like Walmart, Google, and Patagonia.
In 2013, they spun out a for-profit organization with the same name. After 11 years of shared identity, the for-profit was acquired by Bonterra, leaving the nonprofit without rights to their own name and brand. They needed a complete rebrand by April 2025.
Creative team
| Andreas Carlsson | Design Lead and visual designer |
| Melissa Martin | Chief Operating Officer |
| Abby Ross | Chief Executive Officer |
| Whitney Kim | Product Manager, Platform |
| Eryan Cobham | Head of Engineering |
Goals & Objectives
Primary Goals
- Maintain brand recognition and legacy in the market
- Create a flexible brand system that could extend across various product lines
- Build from their successful 2022 rebrand rather than starting from scratch
- Establish clear market differentiation from the for-profit entity
Success Metrics
- Seamless transition without loss of donor confidence
- Scalable brand system for future products
- Preserved brand equity from previous identity
The concept
Vessels of Joy
I started with rough sketches exploring a droplet shape from the "f" in their their existing typeface. The roundness and softness of their brand font inspired circular, leaf-, drop- and balloon-like forms.
After multiple iterations, the balloon concept emerged as both visually cohesive and conceptually perfect. Just as balloons are vessels of happiness at celebrations – not the center of attention but immediate signals that something positive is happening — Network for Good serves as the vessel for donations, enabling joy without being the focus. They don't seek the spotlight but enable positive impact to happen.
The balloon became the guiding metaphor for the brand work.
I'm really digging the direction... the lightness of it and the balloons standalone without the 'for good,' there's the imagery that comes to mind. Definitely resonates with happiness.- Melissa Martin
The concept had a "go!" :-)
Brand Positioning Network for Good isn't the actual donor or the celebration itself, but the vessel that makes generosity possible—much like how balloons make celebrations more joyful.
Name Strategy "For Good" became the umbrella brand, honoring their legacy while creating flexibility for future expansion. The first product would be "DAF For Good" (Donor Advised Fund For Good).
The new brand
Logotype
Colors
Illustrations
Background patterns
Brand guidelines
A brand guideline was delivered to the team at For Good with explanations, usage examples and do's and dont's
Results & Impact
Successful Transition: The rebrand maintained brand equity while establishing clear market positioning separate from the for-profit entity.
Enhanced Flexibility: The "For Good" umbrella brand created a scalable system for future product launches beyond DAF For Good.
Positive Reception: Client feedback highlighted the emotional resonance of the balloon concept and the professional confidence conveyed by the lighter typography treatment.