Challenge:
Israeli nonprofit Global ARC was established to fight antisemitism on social media by using open-source intelligence tools to study the phenomenon and leverage the resultant data to advocate for increased oversight. They engaged Red Banyan to raise awareness of the organization and its mission to establish a strong, recognizable brand to effectively communicate its objectives to a global audience.
Solution:
Red Banyan quickly identified Global ARC’s existing brand as an obstacle to effective promotion; the name was unwieldy and unrelated to their mission, and the visual branding was dated and unappealing.
Recognizing the need for a cohesive identity, Red Banyan conducted in-depth research and workshops to align the new brand with the organization’s core values and mission. In the ensuing quarter, Red Banyan worked with Global ARC to entirely rebrand the organization, developing a new name, logo, website, and brand messaging.
Result:
The resultant brand, CyberWell, emerged with a clean, appealing, mission-driven identity, greatly facilitating Red Banyan’s promotional efforts. By the end of the engagement, the Red Banyan team secured high-profile coverage across Jewish media (JNS, Jerusalem Post, JTA, etc.), mainstream media (Fox News, PolitiFact, etc.), and tech media (WIRED, The Verge, etc.).
