From Student Group to Nonprofit: A Brand Built for Belonging
A comprehensive brand redesign that positioned the National Association for Black Engagement with Asia (NABEA) for its launch as a 501(c)3 nonprofit.
The Challenge
NABEA had outgrown its student organization roots. As it prepared to launch as a national nonprofit, the organization needed a brand that could support its advocacy, partnerships, programming, and membership growth while remaining true to the community that had built it.
At the same time, NABEA wanted to avoid both the clichés often associated with Asia-focused organizations and the predictable visual conventions of the nonprofit sector. The new brand needed to feel distinctive, welcoming, and credible—a visual identity that reflected the organization’s unique intersection of Black identity, Asia engagement, advocacy, and community.
What We Built
We worked with NABEA's leadership to build a brand from the ground up:
Conducted a thorough review of NABEA's existing communications to understand their starting point
Facilitated interviews with key leadership to capture their vision, values, and aspirations
Designed a new logo, color palette, and visual identity that balanced warmth with boldness
Developed a comprehensive brand guide to ensure consistency across all platforms
Created customizable templates for social media, business cards, and letterhead
Client
National Association for Black Engagement with Asia
Sector
- Racial Equity
- Education
- International Relations
Services
- Brand strategy
- Logo design
- Visual identity
- Brand guidelines
- Template design
Timeline
3 months
Craft Decisions That Mattered
Community first: We began by listening. Leadership interviews and a communications audit helped us understand what members valued, what made them feel represented, and what kind of organization they aspired to become.
Identity over convention: Rather than following nonprofit trends or relying on familiar cultural symbols, we built a brand rooted in NABEA’s unique intersection of Black identity, Asia engagement, advocacy, and community.
Built for stewardship: Beyond the logo, we created practical guidelines and templates that empower staff, volunteers, and future leaders to use the brand consistently as the organization grows.
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