Over the previous twelve years, SHINE has developed from a salon trainee program right into a holistic and trauma-informed faculty program for women and younger ladies in danger. For CEO Rebecca Millar, this transformation has sparked an extended checklist of learnings.
In 2010, Mandy Jolly launched SHINE, to help the kids of ladies who had skilled home violence. As a hairdresser, Mandy knew that salons offered a protected house for girls to speak and join with one another. As a supporter at an area ladies’s shelter, she additionally knew that protected areas have been a lacking component within the lives of the kids who’d come from properties affected by home abuse.
Making a connection between the salon and a protected house for women and younger ladies, Mandy launched a pilot faculty engagement program.
Twelve years later, SHINE has developed from its hair and sweetness salon focus. It’s now a holistic program that helps its weak younger contributors, by serving to them discover a sense of belonging and place on this planet.
With Mandy transferring on and CEO Rebecca Millar now on the helm, 2022 seems to be to be a 12 months of change and development. We spoke with Rebecca about SHINE’s transformation, how their colourful new rebrand represents their imaginative and prescient, and the way it all started with a brand.
Identical similar, however completely different
Though SHINE has developed over the previous twelve years, their core values and influence on younger individuals stay the identical—to help, educate and empower women with the abilities to thrive.
Lots of the women who come into this system “have actually vital limitations of their lives,” says Rebecca Millar, SHINE’s CEO. “These women are survivors.”
“We generally anticipate that when youngsters put their uniform on and head to highschool, they’ll mechanically be in the proper headspace to be taught. But when there’s been trauma concerned, it may be very exhausting to try this.”
On the coronary heart of SHINE, is their method to speaking about relationships, confidence and shallowness. “The kids we work with don’t at all times have wholesome relationships modeled for them at house or in society. And though our group has developed away from the salon, what has stayed constant is our dedication to educating every lady the way to construct wholesome relationships—whether or not that’s a friendship with one other lady, a romantic relationship, a relationship with their dad and mom or siblings, and with the world.”
When it got here to their brand, SHINE confronted a key problem: their current brand represented the place they have been. How may they symbolize the place they’re now?
Their CEO Rebecca suspected that SHINE was nonetheless seen as a hair and sweetness program for women of their area people.
Although their group knew the applications have been and are nonetheless nice, they “now work each inside and out of doors faculties, have expanded [their] applications throughout a variety of 12 months ranges, and have alumnae work locally in a wide range of careers.” SHINE is not simply applications in salon and sweetness, they’ve artwork, crafts, cooking, sports activities and plenty of extra applications that may help communities and younger ladies of their various pursuits. They needed a brand to seize the variety of ladies and the variety of their applications.
It wasn’t simply what the emblem represents, it’s additionally how individuals perceived the emblem.
“We requested some individuals (who had by no means heard about us) what they considered the previous brand,” says Rebecca. “One remark was that it resembled the emblem of a well known shampoo model. Different feedback have been that the emblem seemed like a flame, that the crimson and black colours have been confronting, or that the colours have been paying homage to the 80s!”
Whereas native individuals acknowledged the emblem and felt a powerful connection, many commented that with adjustments in society, stylized femininity wasn’t reflective of the variety of identities individuals have.
Their new brand wanted to symbolize robust ladies and thriving communities, the expansion and variety of their applications, and seize the variety and individuality of the ladies they help.
Step one was to get program beneficiaries, sponsors and companions on board. Altering a brand that’s been cherished for a very long time generally is a problem.
It’s regular to kind an emotional bond with a brand and really feel a way of pleasure from it. “It’s like a footy group!” laughs Rebecca. “Think about in case you tried to alter the West Coast Eagles colours. It’d be controversial—a giant deal!”
Realizing why you’re making the change is an important a part of how one can get stakeholders on board. Exhibiting the stakeholders how individuals perceived their brand and model and the place the group was heading was a transparent argument for what wanted to occur subsequent.
With the stakeholders on board, 99nonprofits, a worldwide initiative that gives free design companies to organizations making a constructive influence, stepped as much as help SHINE in creating their new brand. They have been in a position to faucet into our international group of gifted designers to search out the proper designer to create a brand that displays the place they’re now as a corporation.
“I really like our new brand. We needed to point out that everybody is on their very own journey, and the directional rays of the solar in our brand have been designed to symbolize the individuality of these pathways.”
Recommendations on rebranding for a nonprofit
Are you a nonprofit within the means of a rebrand? We requested Rebecca for any recommendation she needed to share.
1. Firstly, don’t be afraid of change
The evolution of a model is a pure course of, and for nonprofits, it’s particularly vital.
“Simply take a look at what’s occurred in simply the previous few years”, Rebecca factors out. “You’ve obtained the #metoo motion, you’ve obtained Grace Tame and her advocacy for sexual assault survivors, you’ve obtained all these superb feminine voices who’re lastly being heard! As a corporation working with women and younger ladies, these are conversations we have to take part in.”
Realizing these conversations have been vital to be a part of, it was essential for his or her group to maneuver on from the place it started and to maneuver towards the wants of the group and world. “We will’t be afraid, and we will’t get caught in time. If we wish society to proceed altering for the higher, then we’ve got to discover a option to be part of that dialog.”
They began by looking at their model and brand, and the way to rebrand to replicate the place they’re and the place they’re heading. “It may appear unusual at first, however branding is definitely part of what it means to advocate for change,” says Rebecca.
2. Get clear in your model’s story
Somewhat than making use of your model’s colours and fonts to your brand alongside generic imagery or icons, take into account digging deeper into the ‘why’ of your nonprofit, and the story you need to inform.
“There are individuals who perceive you, and who’ve been with you for the entire journey”, Rebecca says. “They only get it. However don’t assume that somebody who’s assembly you for the primary time will perceive you in the identical means.”
Learn how your group is being perceived. “Discuss to your group,” Rebecca advises. “Having conversations with individuals outdoors of your group will help you perceive in case your branding is projecting the story you need to inform.”
After you have your ‘why’ it turns into a software to assist make the case for a rebrand and to make use of as a information by means of your rebranding journey.
3. If you’re a nonprofit, each cent counts
“We’ve been overwhelmed by the generosity of 99nonprofits,” says Rebecca. “As nonprofits, we have to acknowledge assist and help when it comes our means.”
Since 2012, 99nonprofits has offered complimentary graphic design to a whole bunch of nonprofit and social influence organizations all over the world. After their profitable software to this system, SHINE used their free platform credit to help their brand redesign contest.
With assist and creativity from our designers, SHINE’s new brand and rebrand are set to go reside in 2022!
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