Case Study
Search Institute: Elevating Identity and Impact
Executive Summary
Search Institute, a national nonprofit with a 60+ year legacy in positive youth development, recognized that its public identity no longer reflected its bold aspirations and strategic direction. With a sharpened focus on ecosystem building and youth thriving, the organization partnered with Collaborative Communications to lead a comprehensive brand refresh and thought leadership initiative.
The result was more than a visual update—it was a deeply strategic transformation. Through stakeholder engagement, audience research, and cross-platform implementation, Collaborative delivered a refreshed brand identity, messaging framework, and strategy rooted in equity, relevance, and influence. This work now anchors how Search Institute shows up in the field—with clarity, consistency, and renewed purpose.
Introduction
For decades, Search Institute has advanced strength-based research in youth development, shaping frameworks for understanding like “developmental relationships” and “social capital.” Yet as the organization evolved toward a broader approach to how systems can support youth thriving, its brand lagged behind. Internally, language and materials were fragmented; externally, visibility and voice were diluted.
In 2024, Search Institute embarked on a transformational journey to align its brand with its strategic ambitions. Collaborative Communications was selected to lead a multi-phase brand refresh process designed to unify identity, amplify leadership voice, and elevate field impact.
Problem
Despite its reputation, Search Institute faced a critical disconnect between its strategic clarity and public presence. Key challenges included:
- Fragmented Messaging: Inconsistent language and lack of internal cohesion diluted brand integrity.
- Outdated Assets: Visual materials lacked accessibility and no longer reflected the organization’s evolving vision.
- Visibility Gaps: The organization missed opportunities to lead public conversations and influence policy and practice.
Search Institute needed more than a refreshed logo—it needed a cohesive platform that would position it as a modern, equity-driven thought leader.
Methodology
Collaborative employed a three-phase approach:
Phase 1: Discovery & Planning
- Conducted stakeholder interviews (leaders, funders, partners)
- Performed a landscape scan and SWOT analysis
- Developed brand personas, tone guidance, and audience segmentation
Phase 2: Brand Platform & Tools
- Designed a refreshed visual identity anchored by a multicolored arrow symbolizing momentum and collaboration
- Developed a full Brand & Accessibility Guide
- Produced a messaging framework, detailed message map, and tailored talking points
- Created digital and print assets, including an animated brand video
Phase 3: Implementation & Thought Leadership
- Delivered training materials for staff and partners
- Designed a thought leadership strategy for Search Institute’s leadership team
- Identified opportunities in earned media, conference visibility, and research amplification
Analysis
From Legacy to Leadership
The brand refresh honored Search Institute’s historic impact while repositioning it for contemporary relevance and expanded field influence. Visual and narrative elements bridged the past and future.
Meaningful Identity Design
The logo, a forward-moving arrow in vibrant colors, embodied momentum and cross-sector collaboration. Brand attributes like “trusted,” “equity-driven,” and “community-centered” informed every element.
Messaging that Inspires
Collaborative replaced institutional jargon with a human-centered voice emphasizing belonging, equity, and interconnection. The result: messaging that resonates with youth-serving practitioners and policymakers alike.
Thought Leadership Strategy
Collaborative developed a platform to elevate the voices of the President/CEO and research leads—building visibility in service of impact, not just recognition.
Findings & Insights
This work reinforced several insights relevant across the nonprofit communications sector:
- Brand = Strategy Made Visible: The brand refresh aligned with organizational values and positioned Search Institute as a leader in ecosystem thinking.
- Voice Is as Vital as Visuals: Clear, audience-centered messaging helped unify communication across platforms and teams.
- Timing Matters: Launching during a strategic planning phase built internal alignment and momentum.
- Co-Creation Drives Buy-In: Engaging staff, funders, and partners throughout the process ensured resonance and adoption.
- Equity Requires Intentionality: Accessibility standards and inclusive messaging were embedded from the outset, reinforcing trust and credibility.
Recommendations
For mission-driven organizations seeking brand transformation:
- Approach a Brand Refresh as Strategy, Not Aesthetic: Anchor brand evolution in organizational purpose and goals.
- Equip Staff as Brand Ambassadors: Build tools (e.g., talking points, templates) that make it easy to stay consistent.
- Integrate Visibility and Leadership: Align brand rollout with content strategy and leadership platforms.
- Design for Longevity: Prioritize flexibility and cross-platform usability so brand assets can scale with the organization.
Conclusion
The Search Institute brand refresh was more than a design update—it was a strategic realignment that enabled the organization to show up with clarity and purpose. Through its partnership with Collaborative Communications, Search Institute now possesses a modern, accessible identity and a communications system built to amplify its mission.
In an era when youth development demands integrated, equitable approaches, Search Institute is poised to lead not just with research but also with voice, vision, and visibility.
This transformative work also earned recognition on a global stage: the brand refresh received an Award of Excellence from the 31st Annual Communicator Awards, presented by the Academy of Interactive & Visual Arts. The honor affirms the refreshed identity’s creative and strategic power in elevating a legacy organization advancing youth-centered, equity-driven change.