From Insights to Impact: Rebranding a Sector for Inform USA

Inform USA sought to reposition the I&R field to clearly reflect the depth, humanity, and impact of its work. While the term “Information and Referral” had been used for decades, it lacked emotional resonance and clarity, often being seen as outdated or overly transactional. The goal: to rebrand the sector in a way that felt modern, trustworthy, and aligned with the day-to-day experience of those who deliver—and rely on—these services.

The new brand needed to be inclusive of diverse organizations across the country, communicate the compassionate support these professionals provide, and offer a strong foundation for building public awareness and credibility.

Our strategy began with listening. We conducted leadership interviews with Inform USA board members and staff. We also surveyed more than 550 sector professionals, completing one-on-one interviews and site visits with I&R providers across the country. Our goal was to understand how professionals viewed their own work and how the public perceived (or misunderstood) it.

These insights helped shape the central premise of the rebrand: that the work isn’t just about giving information—it’s about guiding people with care, empathy, and clarity. By rooting our work in the lived experiences of professionals and those they serve, we ensured the new identity would resonate from the inside out.

The naming process was grounded in audience research and creative exploration, aligning with Media Cause’s proven approach to nonprofit branding and identity development. Working closely with Inform USA’s board and leadership, we developed multiple naming pathways, focused on connection, compassion, and clarity, before arriving at the name “Community Navigation Sector.” This name clearly conveys the sector’s purpose: guiding people through complex care systems.

It honors the work of professionals while offering a more accessible and inclusive definition for the public. The new name provides a shared language that unites diverse organizations under one banner, empowering them to advocate more effectively for their value and visibility.

With the name in place, we built a flexible visual identity system designed for widespread adoption. The logo, featuring a navigation pin and connective elements, visually conveys the idea of guidance and support. The brand system includes co-branding guidelines, sector badges, and customizable assets, making it easy for member organizations to incorporate the brand into their own materials.

Messaging frameworks were also developed for three tiers: sector-wide, community-facing, and member-specific. This tiered messaging approach ensures consistency while allowing individual organizations to tailor their communication to the local contexts. By giving the sector a toolkit to carry the brand forward, we made adoption simple, intuitive, and empowering.

Through this collaborative effort, Inform USA now leads a newly named and clearly defined field, one that more accurately reflects the transformative work of connecting people to the help they need. The Community Navigation Sector brand positions its professionals as compassionate navigators, not just information providers. It gives the sector a compelling story to tell and a strong foundation for advocacy, fundraising, and public engagement.

The rebrand is already gaining traction, with early adoption by member organizations, renewed interest from partners, and a shared sense of pride across the sector.