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 Solution

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

  • Strategy
  • Brand Messaging
  • Name Development
  • Logo Development
  • 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.


The Outcome

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.