ChooseU
Rebranding a national organization with a new name and powerful visual identity.
ChooseU is a national nonprofit committed to creating economic mobility for historically marginalized communities.
Their approach is straightforward: equip people with the skills that matter in today’s workforce, provide inclusive support networks, and build strong partnerships with employers and community organizations.
While talent exists everywhere, opportunities don’t always follow. By working toward a future where everyone has access to practical, career-focused resources, job training, and meaningful employment, ChooseU opens doors to life-changing careers. They aim to make a lasting, positive impact—not just for their graduates but for their entire communities.
The Problem
Urgent rebranding needs
ChooseU came to Big Sea at a pivotal moment. They had formerly been part of the national nonprofit, Generation USA. They needed a new name and branding—and on a very tight timeline.
We recognized the urgency and importance of this task and developed a collaborative relationship that allowed us to create something special under time constraints.
Our Objectives
A fresh, impactful identity
- Strategize points of differentiation for ChooseU, allowing the organization to stand out as a new, independent player in the space.
- Name the organization and develop key messaging in support of the new name and brand.
- Design a logo and full visual brand for ChooseU with sustainable brand guidelines.
The Challenge
Big decisions on a tight timeline
Collaborating with multiple stakeholders
As an agency specializing in nonprofit marketing, we’re no stranger to working with boards and committees. ChooseU’s team was ultimately a dream to work with, but there’s no sugarcoating the difficulty of getting universal buy-in for a new name, brand, and story.
Deadlines that aren’t going to budge
Sometimes a tight timeline has a little wiggle room. In this case, for many operational reasons, ChooseU needed their visual brand buttoned up by a hard deadline. Our project team worked closely with ChooseU’s to establish a roadmap with tight turnarounds on feedback and approval. Together, we made it work.
The Strategy
Building a brand that speaks loudly
Research and discovery
ChooseU didn’t have an identity crisis. They simply needed a name and visuals that expressed their existing, vibrant identity. While this is still a tall order, it’s far easier than trying to establish a personality or identity from scratch.
To find the right name and visual expression, we conducted an intensive workshop with the ChooseU team (at the time they were still Generation USA). We surveyed stakeholders, researched competitors, and collected data on key audiences. This allowed us to make a strong name recommendation.
Visual branding and storytelling
Logo development can be grueling, but the end result rewards everyone who puts in the work. Following our standard logo development process, we went through multiple rounds of ideation, iteration, and revision. The ChooseU team showed up with meaningful and timely feedback at every stage, allowing us to craft a logo and accompanying brand identity that felt authentic and exciting.
The Results
A scalable strategy built for impact
Equipped with a new visual brand and guidelines that were easy to follow and share out, ChooseU was able to quickly establish a strong presence in their space, including launching a new website. ChooseU’s stand-out name and visual identity supports their work, attracting both clients and donors.
Since the rebranding, they’ve launched nine new programs with various corporate and community partners. They’ve also initiated a new career exploration workshop to help people pursue jobs in the tech industry.
“I appreciate that their team consisted of different voices and insights. We couldn’t have done this successful rebrand without your team’s creativity and work, especially in assisting with our name and identity. We’re so grateful to partner with all of you.”
Angelo Jasa-PhillipsManaging Director of Marketing and Communications, ChooseU
