Entering Uncharted Territory
Founded in 2009, Unreasonable Institute spent its first few years supporting hundreds of ventures around the world by putting social entrepreneurs at the center of their work.
Over time their team came to realize that this model didn’t allow them to solve the world’s most persistent problems at scale. To do that, Unreasonable Institute evolved their model to establish themselves as something new and they needed a partner to help them develop a new identity.
We became one team. That’s really unique. It wasn’t Briteweb + Uncharted; they were on our team and we were on theirs. The word ‘client’ is so weird to me in this relationship. It didn’t feel like a client-agency thing; we were friends and peers. Briteweb cared just as much as we did.
— Laura Schwecherl, Director of Marketing and Communications
Putting Big Dents in Big Challenges
The Unreasonable Institute team understood and accepted the necessity of a rename and rebrand, but approached it with trepidation. This was a team so committed to their existing brand that some members had it tattooed on their bodies. Briteweb’s challenge was to help Unreasonable Institute establish an identity that they loved as much – or, better yet, even more.
We began the process by spending two full days with the organization’s head-office team in a workshop, which allowed us to create a positioning statement that captured what differentiates them in the impact accelerator space, and a brand personality that encapsulates ‘who’ the organization is.