THE CHALLENGE.
Visit the mountains of rural Haiti, and you’ll see something curious: an ever-growing number of modest homes, each with a distinctive red roof.
Zamni Fondwa, the charity behind those red roofs, had developed an an innovative way of combating poverty—and it was working. But problems remained: Their story was hard to tell, and their name was even harder to pronounce.
THE SOLUTION.
At The Flatland, we knew people would support such an effective charity—if they understood how it worked. To that end, we recommended a rename, a rebrand, and a rethink of the organization's entire messaging strategy.
The new name, Project Rouj, was easier to say. Better still, it was a tip-of-the-cap to their roots (Rouj means red in Haitian Creole).
The updated brand story was simple and compelling: We hire local workers and pay them living wages to build homes, creating jobs and affordable housing in the same stroke.
THE RESULTS.
Since the brand rollout, Project Rouj rebrand has seen a marked increase in donations from both corporate and individual donors.
The new name isn't just easier to say—it's easier to sell," she says. "Because of The Flatland, we have a brand package the gives us legitimacy as a serious organization.
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JAMALYN WILLIAMSON | CEO/Founder, Project Rouj
ORIGINAL
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