Building Bridges Through Branding: How NPP’s Visual Identity Reflects Its Mission
This was more than a refresh. It was a new chapter.
Every organization reaches a moment when its brand no longer tells the full story. For the Nonprofit Partnership, that moment marked the beginning of a new chapter—and a redefinition of how they show up in the community.
Their existing brand identity wasn’t telling their story. The logo featured an acorn symbol that had no meaningful connection to who they were or what they did. To complicate matters, a neighboring nonprofit, the Erie Community Foundation, used a similar acorn motif, causing confusion between the two organizations. For a nonprofit with a unique role in the community, that overlap wasn’t just confusing—it underscored the need to clearly define who they are and confidently stand on their own.
It was time for differentiation. And more importantly, it was time to tell their story.
Starting With Discovery, Not Design
At Gem City Creative, we believe the strongest brand identities are built from the inside out. Before sketching a single concept, we led a series of discovery sessions with the NPP team to uncover what truly defines their role in the community.
At the heart of their mission is this purpose:
Advancing the nonprofit sector through best practices, fostering connections, and celebrating excellence—while cultivating a stronger, healthier, and more vibrant community.
Three ideas surfaced again and again: connection, community, and shared resources.
Those themes became the foundation for everything that followed.
An identity that finally reflects who they are.
The Moment the Concept Clicked
As we explored visual metaphors that could represent NPP’s mission, one idea rose to the surface organically: the bridge.
A bridge connects people.
A bridge supports movement and growth.
A bridge brings resources, knowledge, and communities together.
And suddenly it was clear—NPP is a connector.
That insight shifted the entire direction of the project. What began as a logo redesign became a brand story rooted in purpose and clarity.
“The process was collaborative, thoughtful, and flexible, with multiple mockups and refinements along the way. We’re proud of the final result and grateful for a partner who genuinely understood our vision.”
Translating Strategy Into Visual Identity
With the “connector” concept guiding us, we returned to the drawing table to develop logo concepts that reflected NPP’s role in fostering relationships and strengthening the nonprofit ecosystem.
Once a final logo direction was selected, we moved beyond the mark itself. We placed the logo into real-world applications such as signage, print materials, and digital environments to show how it would live beyond the brand guide.
This step is critical. Seeing a logo in context allows organizations to understand not just how it looks, but how it shows up in the community and the visual impact it can make over time.
Designed to connect people, ideas, and community.
A Brand Built Through Collaboration
One of the most rewarding aspects of this project was the collaboration. The NPP team was deeply involved throughout the process, offering thoughtful input and insight that made the final result stronger and more authentic.
That shared ownership matters. A brand is most successful when the people behind it believe in it.
A Foundation for the Future
This new identity will serve NPP for years to come, not just as a visual system, but as a clear expression of who they are and the role they play in building a stronger nonprofit sector.
When a brand moves from a disconnected symbol to a meaningful story, clarity follows. It’s that clear, inspiring sense of who they are that allows organizations to show up with confidence, purpose, and impact.💎
A brand built to live out in the world.
“Today, we cross a new bridge together. Our refreshed logo reflects our mission to promote best practices, create connections, and celebrate the nonprofit sector. It’s a new symbol for a new era – one where we continue building bridges and stepping boldly into what’s next for our nonprofit community.”
LET’S CHAT
Are you curious to know what a brand refresh can do for your company? Send us a message and let’s chat about it!