Balancing Passion with Pragmatism

Equal Measure

What do you do when the name you gave your organization 30 years ago becomes a slang acronym?

While the name “OMG Center” 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 its 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.

euqal measure logo
equal measure website