Re-branding a Legendary Seattle Charity
BRAND DESIGN
Uplift Northwest
Using research and co-creation to transform perception and expand impact
Repositioning a 100-Year Legacy for the Future
Millionair Club Charity had spent nearly 100 years serving Seattle—but its name no longer reflected its mission or future.
Through research, stakeholder alignment, and a full brand transformation, we helped reposition the organization as Uplift Northwest—a name that finally matched its impact.
Roles:
Co-Lead, Brand Strategy & Human-Centered Design
User Researcher
Creative Director and Visual Designer
Responsibilities:
Co-led research-driven brand transformation, from insights to final identity
Synthesized stakeholder research into strategic direction
Co-facilitated alignment across staff, leadership, and board
Led naming strategy and validation process
Defined brand positioning, voice, and messaging
Designed visual identity system and supporting assets
Created brand guidelines for scalable rollout and adoption
Timeframe:
Phase 1: 2 weeks in Q4 2019, pro bono work through Slalom’s Partners for Good philanthropic organization
Phase 2: 5 weeks in Q4 2019
Overview
Founded in 1921, the Millionair Club Charity has been a cornerstone of Seattle’s social services community for over a century—helping individuals experiencing poverty and housing instability access work, resources, and dignity.
Today, as Uplift Northwest, the organization delivers a comprehensive suite of services designed to foster stability and long-term independence. Through its employment programs, Uplift provides job training, certification courses, financial literacy classes, and direct connections to a growing network of employer partners. Beyond employment, the organization supports individuals with transitional housing, daily meals, hygiene services, and access to an on-site vision clinic.
RISE (Roadmap to Independent and Sustained Employment) provides employment preparedness training in a cohort model that fosters a sense of community and encourages peer-to-peer learning and support over the four week course.
The Challenge
Despite its long-standing impact, the organization’s brand no longer reflected the reality of its work or its future ambitions.
The name Millionair Club Charity created confusion and failed to communicate mission or values
Nearly 80% of stakeholders felt the name did not represent the organization
The brand struggled to resonate with younger donors and employer partners
An aging donor base posed risks to long-term sustainability and growth
Messaging lacked clarity around the organization’s true impact and modern services
Opportunity
Reposition a 100-year-old institution with a brand that clearly communicates its purpose, connects with new audiences, and supports continued growth for the next century.
Approach
We used a research-driven, human-centered approach to align stakeholders, uncover key insights, and translate them into a cohesive brand strategy and identity.
Research & Insights
We conducted interviews and surveys with donors, volunteers, and stakeholders to understand how the organization was perceived.
What we learned
Strong connection to the mission, but not the name
The name created confusion and misalignment
Language consistently reflected hope, empowerment, and second chances
Results
The organization’s impact was clear—but its brand was obscuring its value.
Word board after working session with target donor cohort at Slalom.
Strategy & Alignment
We translated research into a clear strategic foundation and aligned stakeholders across staff, leadership, and board.
Facilitated workshops to refine mission, values, and brand attributes
Navigated resistance to renaming through data and shared understanding
Outcome
Alignment that a name change was essential to support future growth.
Naming & Validation
We developed and tested name concepts grounded in research and stakeholder input.
Generated and refined a shortlist through workshops and voting
Validated concepts with staff, leadership, and broader audiences
Final Name
Uplift Northwest — reflecting empowerment, progress, and regional identity
Mood board and logo iterations were posted in a common area for the charity’s employees to weigh in on. They appreciated being part of the process.
Identity System & Design
We translated strategy into a cohesive brand system designed to scale across all touchpoints.
Designed a visual identity including logo, color, typography, and voice
Iterated with continuous stakeholder feedback
Outcome
A modern identity system that reflects both legacy and forward momentum
Launch & Activation
We supported a multi-channel rollout to introduce the new brand.
Updated messaging, website, and outreach materials
Extended the brand into physical spaces and communications
Outcome
Strong internal adoption and consistent external presence
Impact & Outcomes
The rebrand helped position Uplift Northwest to better connect with donors and partners—supporting measurable growth and expanded services.
+146% growth in contributions (2021–2023)
+63% revenue growth at peak
Sustained funding above baseline
2024 Impact
841 workers supported
$3.5M wages delivered
130 employer partners
17,721 work shifts filled
1,116 RISE class participants
1,592 hours of computer access
358 certificates earned
Key Learnings
Research creates alignment
Data and real user voices were critical in navigating resistance and building consensusNaming is strategic, not cosmetic
The right name clarified purpose and unlocked stronger engagementInclusion drives adoption
Involving stakeholders throughout the process led to trust and long-term successDesign is a system, not an artifact
A cohesive identity system enabled consistency across every touchpoint
Reflections
Our partnership-driven approach proved critical to the success of this work. Staff, stakeholders, donors, volunteers — and especially Board members — felt heard, included, and invested in the outcome.
We grounded our recommendations in clear data and real user voices, which helped build trust and guide decision-making. Navigating resistance to change required patience, empathy, and steady leadership, but ultimately strengthened alignment across the organization.
We believed deeply in the mission, and by engaging stakeholders throughout the process and validating decisions along the way, we helped shape a name and brand that truly reflects the organization’s impact—and positions it for its next century of service.
“I had the pleasure of working alongside Gary Bedell during the transformative rebranding of Millionair Club to Uplift Northwest, and his impact was exceptional. Gary brings a rare combination of strategic insight, steady leadership, and genuine passion for mission-driven work. Throughout the process, he navigated complex challenges with clarity and purpose, ensuring that every decision aligned with both organizational values and community impact. His collaborative approach and ability to inspire those around him made a meaningful difference in the success of the rebrand.”
2024 metrics on the RISE Program (Roadmap to Independent and Sustained Employment) which provides employment preparedness training in a cohort model that fosters a sense of community and encourages peer-to-peer learning and support over the four week course.