Enterprise Capital Institute (ECI) is driven by innovative ideas and strategies to transform social enterprises and the philanthropic partners who fund the institute. ECI’s “enterprise capital” model, also known as philanthropic equity, reshapes how nonprofits and foundations operate by helping nonprofits build financial sustainability while enhancing social impact. However, given that many still don’t know the term “enterprise capital,” ECI recognized the need for a new brand identity that clearly expresses its values, differentiates ECI in the field and simply communicates its brand promise.
ECI partnered with Spitfire to create this new identity. Our collaboration began with a strategic alignment meeting to ensure a shared vision for the rebranding journey. Spitfire then interviewed key stakeholders and analyzed the brands and messaging of peers and competitors for insights into what the new brand needed to accomplish. The goal was to establish a distinct and clear brand voice and visual identity that would set ECI apart within the field.
Drawing from our research, Spitfire facilitated an interactive branding strategy workshop with ECI’s team and influential partners from its broader philanthropic network. We designed this session to challenge assumptions, crystallize ECI’s core values, and shape a brand that can powerfully represent its mission and voice in the sector.
Following the workshop, Spitfire developed a comprehensive brand brief that outlined the essential elements the new brand needed to embody, serving as the foundation for the brand guide. With this strategic foundation established, we generated an extensive list of potential new names and taglines, ultimately selecting “Capitalize Good: Transforming the Social Sector through Enterprise Capital.”The new logo features three arrows, symbolizing growth, change and progress, while its colors convey community and unity. The bold design reflects the brand’s determination and strength. Spitfire further provided creative direction for collateral materials, ensuring consistency and impact across the organization’s communications channels. Capitalize Good leveraged the new brand to launch an updated website that beautifully represents its work and why it matters.
