Client: Endeavour Volunteer Consulting for Non-Profits
Project: Rebranding Initiative
Challenges: Endeavour was a two-year old non-profit with an identity crisis. It's leadership and volunteers referred to the organization with multiple names including Endeavor and the acronym EVCN. The word network within the tag line lead to a misperception of the organization's mission, inferring that it could be a professional network of consultants. Additionally, the name of the organization was often misspelled by the audience who deferred to the the traditional Canadian and British spelling of the word Endeavour instead of Endeavor. Finally, the organization's domain name, evcn.ca further contributed to the confusion in the marketplace and an inability to build brand equity.