Doing Good

Brand New Brand! 2019 opens for applications on January 31st.

Brand New Brand is IOP’s pro bono initiative where we rebrand a local nonprofit, for free.

We’re thrilled to announce that, once again, we will harness IOP’s collective strategic thinking, creative talent, and digital design expertise to benefit one deserving nonprofit.

Our jury-selected recipient organization gets a full branding treatment — free of charge.

We wholeheartedly believe that smart branding can have a significant, positive effect on any organization. Strategic design and compelling storytelling can help elevate public perceptions, amplify desired messages and, ultimately, advance a purpose.

For nonprofits, professional branding is often not possible due to budget or time constraints — yet a strong brand identity can accelerate an organization’s efforts. Establishing consistent message pillars and visual standards can help unify stakeholders, build a reputation, streamline marketing and communications, and enhance fundraising efforts.

The goal of Brand New Brand! is to “level-up” the presence of a nonprofit to help them further their mission. Our effort is one we’ve strategically designed to keep on giving. 

Please help spread the word about this valuable and unique opportunity for a deserving organization.

The 2019 application window opens on January 31.

Check back here for updates!  

See the 2017 recipient:
Kids In Crisis

See the 2015 recipient:

Learn about the impact of brand building on one nonprofit

Our 2019 partners

We once again welcome these generous partners who are also donating goods and services.


DCC graphics and printer log - partners in the 2019 Ideas on Purpose Brand New Brand!


Microsoft Office Tools:

What does the recipient get?

The selected organization receives a focused brand redesign.

Deliverables could include:

  • Strategy & Positioning
  • Logo & Identity
  • Writing
  • Website Design & Development
  • Photography
  • Printing
  • MS Office Tools

Who can apply?

Smaller non-profits, established for at least three years, 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.

How is the Brand New Brand! recipient chosen?

Judging happens in two rounds.


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).


We engage the help of our expert independent judges, who select the recipient of Brand New Brand.

Our 2019 Judges

Rebecca Carriero

Communications Lead,
Bloomberg Philanthropies

Rebecca Carriero currently oversees communications for Bloomberg Philanthropies’ Arts and Culture initiatives. In her role she works with local governments, cultural institutions, artists, and non-profits to promote the value of the arts.

She has also managed communications for the foundation’s public health, environment, education and government innovation programs. Previously, Rebecca worked for The Financial Times, Goldman Sachs and Parsons School of Design.

Rebecca holds an M.A. in Corporate Communications from the Weissman School of Arts and Sciences at Baruch College, where she graduated as the highest ranking member of the class. She also earned a B.A. in Liberal Arts and Journalism from The New School. Additionally, she is a CubaOne Foundation fellow, and member of the Cervantes Institute in New York.

Frank Mentesana

Founding Director,
EcoSpaces Education

Frank Mentesana is the Founding-Director of EcoSpaces Education, the 2015 recipient of IOP’s Brand New Brand! pro bono branding initiative. EcoSpaces Education brings Food Literacy Education to students and communities through cooking, gardening, and healthy eating. EcoSpaces provides professional development to teachers and school administrators through its Growing Healthy Community Conferences and workshops. EcoSpaces’ newest initiative, the Mobile Food Lab, brings food education to schools via its mobile field trip classroom.

Brooklyn-based, Frank has worked in and around food for a long time. He was the founding owner of the renowned bakery/café Once Upon a Tart in Soho, New York City and is the author/photographer of Soups, Salads, Muffins and More (Knopf). His food styling, writing and photography have been seen in Martha Stewart, Food and Food,,, Real Simple, The Washington Post, Woman’s Day, Edible Communities, TV and cookbooks. He is a consulting partner in the California restaurant group Locale 90 and he sits on the GrowNYC advisory committee.

Denielle Sachs

The Tembo Group

Denielle Sachs 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 its 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.