Counterpart International

After nearly 50 years of empowering people worldwide to drive and sustain their own development, this global nonprofit took a fresh look at its mission, strategic direction and brand. The goal: to create and communicate a clear path forward to align all stakeholders, help the organization achieve its goals, and balance global brand consistency with localized needs. The brand audit revealed the high value of the Counterpart name, and showed partnership to be at the organization's core. Through a process that built consensus among many diverse stakeholders, Counterpart now has a tighter mission together with a new identity, tagline and integrated communications that put partnership at the heart of its brand.

Services: Brand Audit / Brand Workshop / Brand Platform Development / Message Platform / Visual Brand / Website / Integrated Communications


“We went into our work thinking we ultimately needed to change the organization’s name. Mary will tell you she won’t impose brand from the outside, but the truth is, she won’t let you impose it from the inside either. Through the process the name was revealed to be a meaningful brand asset, and we kept it. They educated our staff, executive team and board and, in the end, made converts of even the staunchest opponents.”

—Stephanie Meeks, President and CEO, The National Trust for Historic Preservation (formerly of Counterpart International)


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Strategy and design conducted in partnership with Brotherton Strategies.