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.).
