Harnessing brand experience to help formerly incarcerated people
Resilience Education is a nonprofit organization that aims to stop incarceration cycles by improving employment outcomes and re-entry success through high-quality business education. Since 2011, the organization has graduated 500+ individuals from five correctional facilities across New York and Virginia, with early data revealing that 93% of program graduates stay out of prison for at least three years.
The nonprofit aspired to expand its program nationwide and build a new digital platform to support formerly incarcerated people on their reentry journeys. To achieve these long-term aspirations, the organization enlisted Prophet to help it develop an overarching brand strategy that codified a new vision for the organization and rethink the brand positioning, expression and onboarding experience for its new digital platform.
Over the course of several pro-bono projects, Prophet developed a holistic understanding of Resilience Education’s current state and aspirational trajectory. Prophet first interviewed Resilience Education employees, program students and graduates. The insights from these interviews were used to identify opportunities to craft a brand positioning framework highlighting the nonprofit’s purpose and vision.
After establishing the overarching brand structure and strategy, the team shifted its focus to optimizing the organization’s digital platform experience. Prophet’s team hosted a hackathon with the nonprofit to understand how it acquires and onboards mentors and mentees for its programming. The insights gathered helped the team define an optimized user journey for both audiences in their digital platform. Finally, in collaboration with verbal and design teams, Prophet crafted a refreshed brand positioning for the digital platform accompanied by refocused messaging, voice, and a reconceptualized visual identity.
The new organization-wide brand structure defined how the nonprofit’s digital and post-release initiatives work in relation to the in-facility programming. In addition, the ideation of the optimized user experience and journey for both mentors and mentees not only influenced the organization’s digital platform but was also the basis for the organization’s mentorship program development.
Follow-up interviews of formerly incarcerated users revealed how empowering their one-on-one mentorship relationships have been for their reentry journeys. Resilience Education is continuously refining the program to maximize participants’ benefits and will be launching its third pilot in early 2023.
With a robust new positioning framework, design concept and verbal identity guiding the digital platform, Resilience Education has the brand structure and strategy to support its nationwide growth goals and better serve its formerly incarcerated users’ needs.
Through Prophet’s pro-bono program, Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.
“We couldn’t do what we’re trying to accomplish – bringing the highest quality business education and professional support to incarcerated and formerly incarcerated students – without Prophet’s dedication and insights!”
Executive Director and Cofounder