National Benevolent Association
National Benevolent Association

The Challenge

National Benevolent Association has supported the mission of mercy and care as the health and social services general ministry for the Disciples of Christ since the 1880s. NBA engaged SmallBox to help them make a full brand transformation – a creative process that was more a restoration of hope than a rebrand.

Nearly 130 years of history would be challenging enough to honor, respect, and build upon without a team of stakeholders spread across the country. We sprinted through two days of collaborative exercises alongside the NBA team, including of interviews, creative exercises, visual inspiration, and even language and tagline ideation. In 48 hours, NBA’s new tagline was developed: Called together. Called to care.

The Results

The NBA brand was far more than a logo. From major conferences to thousands of members worldwide, the new NBA brand had to be adapted for web, print, event display, business collateral, and more. Flexible but comprehensive brand guidelines empowered the NBA team to maintain consistency across uses and platforms, from annual reports to wearables.

Building Out the Brand

We carried the brand forward into a website project – leveraging the brand palette to express NBA’s three major areas of focus as three primary colors. This visual cue allows users to quickly grasp the different ways NBA impacts initiatives communities around the country and beyond.

…And More

For NBA’s 130th anniversary, we partnered with their team to design and develop the NBA History microsite dedicated to not only sharing the organization’s rich history, including empowering their team to showcase a wealth of archival materials, but engaging their larger community to share stories, memories, and reconnect with the organization–and people, too.

Our NBA team had a great experience collaborating with the SmallBox team on our ideas and hopes for our brand.