Kandelia

Kandelia was born over 40 years ago as the Vietnamese Friendship Association, providing Vietnamese refugees in Seattle opportunities for their families to survive and ultimately succeed. The organization has now evolved to serve all immigrant and refugee communities and therefore needed a new name that would be reflect all audiences. This, together with a new strategic plan, meant the timing was right to audit and strengthen the brand, positioning and messages. The result is a new name, and revitalized brand and message platform. 

What’s in the name? Kandelia is a type of mangrove found in Vietnam and other Asian countries. The plant creates seedlings that drop into the water and can be transported great distances, surviving in this transient state for up to a year. To survive it can alter its density and float off in search of more favorable conditions. This name honors not only the Vietnamese heritage of the organization, but also reflects the experiences of immigrants and refugees.

Services: Brand Audit / Brand Platform / Message Platform / Naming / Visual Brand 

“Though the revitalized brand had its public unveil during this crisis, it feels like it was perfect. The result of the audit and brand strategy drove the creation of our the new name which so many people are resonating with. Especially early in the crisis when we all felt like ‘mangroves floating down a river looking for stability’. We have had a great reception to the new brand, the explanation of the name, everything. It's been a strong tool for fundraising and getting the word out about our community needs.”

— Tamthy Le, Associate Director

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