New Name, Same Vision
We quickly learned not only about the incredible financial impact the organization made in the lives of their employees with disabilities, but even more importantly, the pride and sense of achievement the individuals with disabilities feel receiving a paycheck. In renaming the group, we first knew we had to capture this sense of dignity, while also appealing to prospective business partners to help grow and expand their reach.
The Howell team set to brainstorming names, taglines and brand concepts, pairing down hundreds of ideas into a short list. Throughout the process we drew inspiration from all types of sources, from stakeholder interviews to other languages. Finalists included a creative spin on the Swahili word for opportunity, multiple words blended into something new and distinctive and several options that were completely made up.
As we spent more time with the leadership and employees of the organization, we found a key theme that constantly rose to the top of conversations – the abilities of the people served was the focus, as opposed to their disabilities. This concept is what ultimately led us to create the organization name, a blend of two words, Versatile and Ability – VersAbility.