Rebranding an Alliance
to Drive Visibility and
Board Diversity

CLIENT

The Leaderboard

PROJECT

Brand Strategy & Visual Identity

SPOTLIGHT ON

Creative Strategy

When your name confuses more than it clarifies, it’s time for a change. Here’s how we rebranded one organization to uplift the board-ready women it represents.

THE CHALLENGE

The Interorganization Network (ION), an organization of high-level, battle-tested executive women, faced an identity crisis that was impeding their mission to drastically improve boardroom diversity. The identity failed to communicate the organization’s true value proposition, and the brand needed more than a refresh. ION needed a strategic transformation that would position them as the national leader they truly were — and would continue to be.

OUR APPROACH

  • Conduct comprehensive stakeholder interviews across ION’s member organizations to identify brand perception gaps
  • Execute extensive landscape analysis of women’s leadership organizations to find positioning opportunities
  • Identify a new moniker — The Leaderboard — to better position the alliance as the source for high-caliber women executives and focus on board placements
  • Craft a positioning tagline that pulls in all key elements of the narrative and ties back to the new organization name: “Women on Boards for the Win”
  • Design a refreshed and energized visual identity featuring a color palette that is a celebration of passion, achievement and success, and an icon that is an abstract L and shooting star, representing the excellence of the leaders and board placements

THE IMPACT

  • Transformed ION into a more credible and trusted alliance with a clear value proposition and mission
  • Replaced acronym confusion with a clear, clever name that works harder for the organization
  • Created a scalable brand foundation that supports growth and member organization promotion
  • Enhanced visibility and opportunities for board-ready women candidates
  • Positioned The Leaderboard as key player in the board diversity movement

why it matters

This rebrand demonstrates how strategic naming and positioning can unlock an organization’s true potential. By transforming ION into The Leaderboard, we created a brand that matches the exceptional caliber of the women it represents, driving real change in boardroom diversity across America.