Objective

A new name for the organisation. Stiftelsen Dam wanted to create a stronger bond with its 38 member organisations, and the name therefore had to encompass interests and views by all these stakeholders. Before the name project, Brand Valley had been involved in developing the brand strategy and visual identity of the organisation. Stiftelsen Dam sought to build on this investment when they developed a new name. 

TYPE OF PROCESS

• Branding

• Collaborative idea generation

APPROACH

The approach chosen was to engage key members in a collaborative process, where the members came up with suggestions for the name. Stiftelsen Dam has a wide range of members, and include organisations that work for equality for people with visual impairments, physical disabilities and so forth. The workshop therefore had to be inclusive and allow for participation with other means than regular workshop tools. 

We designed a workshop with a preface, where the attendees received questions to help them prepare. We included both three-dimensional objects that were visible and at the same time could be felt, and music.

After the workshop we worked with the client and continued the research and finally arrive at one of the proposed name alternatives – Stiftelsen Dam.

IMPACT

One name = higher member engagement. Stiftelsen Dam is a name with impact and strength, giving wings to those who apply for funds as well as to the foundation. At the same time it is rooted in Norwegian tradition and heritage. It plays on a Norwegian folktale, about the bird Dam, that is the bird that “should help you to go forward”, which is exactly the role of the foundation. For the foundation it is also an acronym: Deltakelse (participation), Aktivitet (activity), Mestring (mastery). When launching the name, it was valuable for Stiftelsen Dam that the member organisations took ownership of it.