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CASE STUDY

AAPI Equity Alliance

Rebranding a Legacy Organization

Overview

After 46 years, AAPI Equity Alliance (AAPI Equity) transformed itself from its former name of A3PCON to encompass the legacy of its forebearers and a refreshed vision to reflect the changing landscape of the Asian American and Pacific Islander community in Los Angeles County. 

Approach

APPROACH

In consultation with their staff and executive board, we conducted a creative brief to identify AAPI Equity’s evolving leadership and growing influence in the local and national advocacy stage, member organizations’ expansive impact in diverse communities and their trusted voice among media and policymakers.

In consultation with their staff and executive board, we conducted a creative brief to identify AAPI Equity’s evolving leadership and growing influence in the local and national advocacy stage, member organizations’ expansive impact in diverse communities and their trusted voice among media and policymakers.

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IMPLEMENTATION

The rebrand from A3PCON, an organization with a longstanding history dating back to 1975, into AAPI Equity in 2021, was informed by creative brief sessions with the executive staff and guided heavily by community input. This led to the creation of a new organization name, mission statement refresh, updated logo, development of key messages such as an internal manifesto and an announcement to current member organizations–gifted with rebranded Bento boxes and cookies.

 

We continue to support AAPI Equity’s communications efforts and media relations as advisors on messaging, programming, capacity building and media briefings. 

Strategic communications looks to who their key audiences are and helps guide the organization’s messaging and communications with internal and external stakeholders.

Click to view the results

Results
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