Eluna supports children and families impacted by grief or addiction. The organization, at a crossroads needing to move beyond its existing name, approached Whitepenny to help with a complete rebrand.
The previous brand name was tied to its founder. As the organization grew and evolved, they wanted a name that captured the aspirational essence of the work that they do.
The organization has a series of camps that they run for kids, and we were struck by stories about children coming together, around a campfire, and supporting each other. Because hope is such a core part of this brand’s values, the name needed to capture that feeling. The name, Eluna, is a nod to the moon and the idea that as the moon sets, a new day begins.
What We Did
Brand Style Guide
We believe that branding is a comprehensive experience. Message, visual design, content, digital – all aspects need to be purposeful and aligned with who you are.
Eluna took new name and new brand approach and applied it across its work. It also opened up a range of new opportunities – from donors to partners who saw the rebrand as a clear signal of the organization’s commitment to its work and its future.
A new name enabled the organization to remove the barriers it was facing due to the existing name being tied to its founder.