Brand New Brand

Kids in Crisis launches their BrandNewBrand!

Learn about the process here. See the results here.

The Program

We launched Brand New Brand, a pro bono, juried competition in 2015. The first recipient was EcoSpaces Education, who received a complete rebrand package: logo, tagline, website, stationery, photo library, templates, marketing tools and more. Read more about the process and see the results here.

We asked ourselves, “How can we give back with the greatest impact as a design studio?” Our answer was to use our expertise in brand strategy, harnessing our collective creativity and design skills to help an organization tell their story in a compelling way. A rebrand gives them the tools to better communicate their mission, to reach more people and to take their organization to a whole new level.

We wholeheartedly believe that smart design can have a sizable effect on an organization and help them advance their mission, by elevating their brand and amplifying their messages. Often ignored due to budget or time constraints, improving the way an organization presents itself to the outside world can build its reputation, help with operations and marketing, and greatly enhance fundraising efforts.

The winning organization receives a focused redesign that may include an identity, a website and other communications. The scope of work is determined by the needs and the stated goals of the winning organization.

Who should apply?

We look for a smaller, established nonprofit, at least five years old, in need of a rebranding in order to get to the next level. This year’s program focused on organizations within 150 miles of NYC. We’re eager to make an impact in our community.

We’re excited to work closely with a group that currently has a website and social media presence (even at the most basic), but could benefit greatly from our expertise in telling their story more effectively. Our ideal partner is a group that knows who they are, what their key messages are, has clear goals and is ready to take things to a different level.

Applications for the next cycle will be taken in early 2019. 

How Brand New Brand Works

Brand New Brand judging happens in two rounds. First, IOP experts and our partners make an initial selection of semi-finalists. We ensure the semi-finalists meet all of the criteria for a successful partnership and agree to basic terms (i.e., be able to participate in the workshop, attend presentation sessions and be able to support the ongoing implementation of the new brand). Then, we engage the help of our expert independent judges, who select the recipient of Brand New Brand.

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Our 2017 Judges

We enlisted the help of three amazing individuals each bringing deep expertise in nonprofits and branding.


Joanna Breitstein

Joanna Breitstein joined the TB Alliance in 2009. As Senior Director, Communications, she is responsible for charting and implementing the organization’s communications strategy and also serves as the primary contact for press inquiries.

Before joining the TB Alliance, Ms. Breitstein was the Executive Editor of Pharmaceutical Executive, a healthcare magazine focused on educating the executive leadership of the pharmaceutical industry. She worked for the publication for nearly a decade in roles of increasing responsibility, reporting on all aspects of drug development and commercialization. While at the magazine, Joanna pioneered an annual editorial series focused on neglected disease drug development, which garnered a Neal Award for excellence in business journalism in 2009. She also received a Neal Award for her cover story focusing on the convergence of diagnostics and pharmaceuticals and a Grand Neal Award in 2001 for a cover story on patient advocacy in oncology. In 2004, Ms. Breitstein won a writing fellowship from the Kaiser Family Foundation to report on the AIDS crisis in Africa.

Joanna is an active volunteer and serves as the President of The International HUG Foundation, a 501c3 organization whose mission is to help orphans and other needy children in Uganda. She graduated cum laude from Penn State University in 1995.



Denielle Sachs

Denielle leads The Tembo Group, a social impact consultancy that advises a range of organizations, including companies, family offices, and nonprofits that are looking to build, enhance or launch a major social impact effort. She founded the company after seven years as the Director of Social Impact for McKinsey & Company, where she architected and led the firm’s first ever, global corporate citizenship strategy. She also built, launched and incubated McKinsey’s corporate foundation and it’s first program, which is committed to addressing global youth employment.  At Tembo, Denielle has built teams dedicated solely to leading good intentions to great ideas – moving initiatives from concept through to execution, launch and impact. Over the last two decades, she has built organizations, boards and coalitions from the ground up, designed culture and thought leadership strategies that ignite movements, and led special projects for Fortune 500 businesses. Denielle also serves as the part-time Executive Director of Blue Sphere Foundation, a nonprofit focused on safeguarding the planet’s oceans.



Jenny Sia

Jenny Sia is Senior Manager, Corporate Responsibility and leads global health grant making and impact investing for Pfizer Inc and the Pfizer Foundation, key elements of Pfizer’s strategy to improve access to medicines and healthcare. Through this she is responsible for the Pfizer Foundation’s impact investing strategy to support health delivery and social innovation, as well as programs to advance Women and Children’s Health and Non-Communicable Disease treatment in Africa, Asia and Latin America.

Jenny has been a member of Pfizer’s corporate responsibility team since 2003 and has worked in several areas including public reporting, stakeholder engagement and investor outreach, and policy development. She spent a year in Beijing developing a Corporate Responsibility strategy for Pfizer China.

Jenny received a Masters in Public Policy with a specialization in international economic policy at Columbia’s School of International and Public Affairs.  She earned a BS from Tulane University.

Our 2017 Partners


Peter Ross Photography

MS Office Tools


If you have any questions, or are interested in becoming a partner, please contact us at


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