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New Work: Words for Good
New Work: Words for Good
Taking a local brand to the national stage

Words for Good is a professional grant writing agency based in Indianapolis that serves organizations in the health care industry. Their job is to increase resources and opportunity for clients who are in the business of seeking more advanced ways of creating healthy individuals and communities.

After years of steady growth and some remarkable successes for their clients, Words for Good began to feel it was time to take their brand to the next level. What had originally been conceived as a friendly, local brand now felt out-of-place when put in front of their prominent health care and higher education clients. So Pivot worked with Words for Good to develop a new brand that would help the grant writing agency build recognition on a national scale.

In interviews with Words for Good’s clients and through competitor research, we discovered that clients valued Words for Good’s in-depth expertise and easy accessibility as partners in the grant writing process. They also appreciated Words for Good’s personal dedication to seeing their own organizations succeed and grow. With that in mind, we wanted to make sure the new brand, while mature and urbane, also maintained the deep-rooted warmth, optimism, and vibrancy in the Words for Good culture.

Here’s how we translated that into their new logo, responsive website, and business system.

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