NIIC: Rebranding for Collaboration

ASK The Northeast Indiana Innovation Center was in the midst of change — from a leadership shift to a fresh mission and vision — and wanted to express the fresh thinking throughout their brand. Worthwhile was engaged to better understand the impact of this change on the brand and brand architecture, and to design a fresh approach that better reflected the new ideas at the NIIC.

APPROACH  For over 20 years The NIIC has been a launchpad and a home for new businesses and business ideas in Northeast Indiana, providing guidance, support and space for entrepreneurs. Achieving a high level of success with a solid formula, the team thrived until a COVID pause and new leadership offered a new view into the potential to better engage with the community. With a new vision of inclusion and engagement, the team wanted  to demonstrate this shift with their brand and identity.

We started our research by looking at competition and partnerships further to better understand the ecosystem that The NIIC lives in and the role they played.

We interviewed the leadership team, program leaders, board members and clients to get a better understanding of where the brand was in the past, and where all the stakeholders could see it heading. It was also important to see how all the programs aligned with the parent brand (or not) and worked together as we worked through brand architecture.

BEFORE + AFTER  The new logo shifts the brand from being the source of innovation to a collaborator within the larger community — and from intellectual leader to welcoming partner.

The dots reflect the brand’s wealth of resources and dynamic interaction with diverse individuals and ideas. The use of lowercase letters supports their warm and welcoming approach.

LOGO ANIMATION The dots swarm in and join together, suggesting the sharing of ideas and resources, and the individuals coming together to create this vibrant community-based organization.

BRAND IN USE  The new NIIC identity presents itself as an active and welcoming member of the community. With assets, applications and guidelines in place, the marketing team has integrated the brand seamlessly into all aspects of communications, reminding clients  and community of its new mission and fresh approach to community growth.