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Brand Refresh Process & Story

1/14/2021

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We begin 2021 with a new name, mission, vision, and logo. In coalition as community members and environmental stewards! 
In 1990, we started as Edgewater Beautiful as a committee at the Edgewater Community Council with a neighborhood-wide clean up that brought together passionate neighbors that cared for our land, water, air, and wildlife. 
In 2008, we emerged as the Edgewater Environmental Sustainability Project. In 2010 completed the neighborhood's first climate action plan by dedicated and evolving individuals and neighbors. 
Over the last decade, the project grew into a sustained organization. 2020 provided an opportunity to reflect on our future. A team of long-time and brand-new volunteers came together to dream, strategize, and plan our refresh.
Renamed as the Edgewater Environmental Coalition, we enter a new era. Rooted in the history of our community and coalescing as community members and environmental stewards we are advancing a future of sustaining our water, land, food, air, and wildlife.

Our Goals of the Brand Refresh: 

  1. Rebrand refresh 
    1. Refreshed name, mission, vision, logo, tagline, and website
    2. Revisit and redfin who we are, what we stand for, why important
    3. Improve consistency, clarity, and alignment between values, goals, and our brand/presence
    4. Effectively position ourselves with our networks and partner orgs, etc
  2. Impact our goals, mission, and plans
  3. Engage in outreach efforts and make connections
    1. Use this time we have now to get outreach, ideas, surveys, and connections lined up, good incubation moment now, take new information in
  4. Replenish funds (low priority, “nice to have”)

Our process:

February:

  • Team kick off 
June: 

  • COVID pivot, New Era, New Decade | Created an evaluation process
  • Collaborative, participatory |  Sign up opened |  Direct outreach
  • Critiques pros/cons of current |  went through brainstorming questions > workshopped candidates > wordsmithed results > put options out for votes
August:

  • Future survey | Created Slack channel & Freedcamp project | Planned out activities to complete | Competitor branding research completed
September, October, November:. and December: Meetings, meetings, meetings
  • Follow-up calls from survey | Evening meeting on strategy evaluation & updates | updates/shares at monthly meetings |  Futures team meetings
  • November: New mission & vision finalized by future’s steering committee | announcement & survey on new name | started working on logo
December: 
  • New name finalized by futures steering committee front top ranked choice from survey
  • ELPC Grant & contracted Turnstone Strategies 
  • Logo design process
January:

  • Public announcement | Coordinating updates and communications | Making name official with government
Ongoing: Strategic intentions for next 5-10 years | Annual Vision Check Ins

Special thanks to:

Burton
Tricia
Renee
Robert
Allen
Killian
Nick
Nathan
Killian 
Nina 
Helen 
Bob D 
Tom 
Anne 
Thom
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The Edgewater Environmental Coalition (EEC) is an all volunteer 501c3 organization, FEIN 87-1224378. Donations to EEC are tax deductible under IRS rules.*
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Donations are welcome. Here are a few of our activities & projects:
  • Town Hall Meetings with Presentations on Current Topics 
  • Grants for beautification;
  • Energy efficiency assistance; ​
  • Spring Clean & Green events;
  • Tree audits & trimming events;
  •  Waste/Recycling Initiatives 
  • Social Media Outreach
  • ​Renewable Energy projects
  • Earth Day & Arbor Day Events 
  • Collaboration with local block clubs, schools & religious groups  
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EEC is a proud affiliate of the Illinois Environmental Council (IEC)
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