After 21 years of growth and evolution, Natural Capital Investment Fund (NCIFund) knew it was time to rename and rebrand to better match the impact they make. Finding a name that stakeholders rally around is always tricky, but especially so for such an iconic development partner in Appalachian communities.
Growing and maintaining brand equity is strongly rooted in intentional engagement.
Through in-depth engagement with their leadership team, employees, partners, and past and current clients, PCAP’s core values were clarified and the catalyst for their new name and brand strategy was discovered.
Given the legacy, respect, and love both the employees and community had for NCIFund, engagement throughout the process was vital for capturing that energy and creating advocates for the new brand.
Their new name better exemplifies their role and future-forward direction, providing clarity and energy surrounding their mission and services.