What do you do when the name you gave your organization 30 years ago becomes a slang acronym? That’s the question we helped OMG Center answer. While ‘OMG’ served as a conversation-starter, it had stopped serving as a useful hook for introducing the organization’s thoughtful, multifaceted research and philanthropic services offerings. With help from the OMG team, we led an in-depth discovery and rebranding process that included competitive analysis and benchmarking, no-holds-barred brainstorming sessions, focus group and trademark research and a plan for rolling out the new brand. The organization’s new name and visual identity — EQUAL MEASURE — reflect the ways in which their work balances rigor with flexibility, passion with pragmatism, and local nuance with national perspective. It also reflects an organizational commitment to diversity, equity, and inclusion.