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ResourceWell (The Well) centers and fortifies interdependent relationships between nonprofit organizations, consultants, and the resources they need to effect social change. They co-create a community that’s rooted in intersectional racial equity.
We collaborated with the Director, Davian Gagne, along with input from the LeadersTrust, Resilience Initiative and the Working Group to complete a comprehensive rebrand that repositioned them as a premier resource connector for nonprofits and consultants.
THE CHALLENGE
ResourceWell's original identity as "Resource Hub" felt generic and failed to capture the vibrant community they fostered between consultants and mission-driven organizations. The existing brand lacked the warmth and authenticity needed to attract their values-driven audience of diverse practitioners and progressive organizations seeking meaningful partnerships.
OUR APPROACH
We developed a brand strategy rooted in organic growth and natural connection, moving away from typical nonprofit aesthetics. The concept of "The Well" emerged as both a shortened brand name and powerful metaphor—a gathering place where resources flow and meaningful partnerships are nurtured. We evolved their messaging from "Resource Hub" to reflect their true purpose as a wellspring of collaboration, with voice and tone that's inclusive, supportive, and authentically human-centered.
The new wordmark combines a stylized tree with well imagery, symbolizing both growth and the gathering of resources. This dual metaphor reinforces their role in cultivating sustainable partnerships while serving as a central hub for shared knowledge and expertise between consultants and mission-driven organizations.
Drawing inspiration from nature's vibrant palette, we selected colors that communicate inclusivity, energy, and growth while moving away from typical nonprofit blues and teals. Organic, rounded shapes derived from leaf forms create a cohesive graphic system that feels approachable and dynamic—supporting their mission to be a welcoming connector for diverse practitioners and progressive organizations.
Custom iconography and graphic elements pulled from the organic leaf motifs create a unified visual language across all touchpoints. These elements work together to reinforce the brand's natural, collaborative essence while maintaining professional credibility for their diverse community of consultants, coaches, trainers, and nonprofit partners. We also curated existing imagery from ResourceWell and Pexels to showcase their diverse community of consultants and nonprofit partners.
We developed comprehensive brand materials including theory of change documentation, shared agreements, overview deck, and shortened versions—ensuring seamless brand implementation that reinforces ResourceWell's evolved positioning as a trusted connector and community builder at every touchpoint.
The rebrand successfully repositioned ResourceWell as a distinctive, approachable platform that stands out in the mission-driven space. The nature-inspired identity resonates with their community-focused values while the refined messaging clearly communicates they're more than just a resource hub—they're a thriving well of collaboration and growth.
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"This crew of creatives, comms magicians, and curators gave me life. They brought the vision for the ResourceWell vibrantly to life with their vision, dedication to justice, and centering of relationships. I cannot give them enough shine & sparkles. So grateful for their gifts to movement spaces."
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