A close-up photograph of a hand holding a dark green water bottle with the Oregon Well-Being Trust's new logo printed on the front.
A close-up photograph of a hand holding a dark green water bottle with the Oregon Well-Being Trust's new logo printed on the front.

Oregon Well-Being Trust (OWT) is a nonprofit dedicated to promoting the total well-being — physical, social, emotional, financial — of Oregon's public education employees. Struggling with a legacy name and visual identity, they came to us for a whole new name, identity, and core messaging.

OWT started as a benefit plan provider in the 1980s, but over the years evolved to offer grants and leadership for school districts throughout the state. Few people understand who they were and confused them with the teacher’s union in their name. They needed to reframe their story and a new brand that encompassed their past, present, and future. 
A comparison between the old and new logo and name for Oregon Well-Being Trust. The previous name was 'OEA Choice Trust' with a generic red circle around sans serif type.
The new logo, with its active and joyful mark, nicknamed the “Flourish,” is inspired by OWT’s forward-thinking mission to transform workplace cultures through a commitment to well-being.

A new strategic framework

We created a strong foundation to express OWT’s commitment to fostering a culture of well-being across Oregon’s public education system. The organization can always refer back to this strategic language to help them keep their brand expression focused and consistent. 
The new mission, vision, and values framework for OWT.
OWT’s new vision, mission, and values statements provide OWT with the tools to clearly communicate their commitment to fostering a culture of respect, safety, and belonging in every public education community.
A new messaging map to equip the team with core language.
The Messaging Map delineates the benefits of OWT’s programs — such as enhancing employee safety, reducing turnover, and promoting equity. We helped them create a narrative that not only informs but also inspires action.
A matrix of messaging tones. In clockwise order, the tones are Enthusiastic, Candid, Earnest, and Engaging.
Giving OWT a spectrum of tones to express their voice ensures that all communications are impactful and relatable.
The personality drivers for OWT are (1) The Open Collaborator, (2) The Dedicated Supporter, and (3) The Trailblazer.
New personality drivers guide every interaction, ensuring that the Trust is seen as approachable, committed, and forward-thinking in its mission.

Crafting a name with purpose

A name is often the first way a brand connects with audiences. We wanted to develop a name that would stand out in a crowded marketplace, clearly communicate OWT’s mission, stay connected with the past, and resonate with new audiences. We facilitated an inclusive process that involved all staff members and the board and reached a consensus. 
A breakdown of the naming goals and objectives: Awareness & Clarity
The naming strategy was centered on breaking through the noise in a cluttered marketplace and clarifying misconceptions, ensuring that the new name distinctly communicates the Trust’s mission and differentiates it.
An example of a tonal analysis for the new Oregon Well-Being Trust name suggestion.
We positioned the name on a spectrum between descriptive and expressive so it conveys a sense of place and purpose while remaining approachable.
An example of the new name suggestion in different contexts.
Understanding how the name would function in everyday communication was critical to our process. Because the name aligns with the Trust’s personality drivers, it’s an effective tool for both formal and casual communications.
A breakdown of each element in the new Oregon Well-Being Trust name.
A breakdown of the new tagline for Oregon Well-Being Trust: Shifting culture to benefit public education employees.

Crafting cohesive brand elements

Every element of a brand should work in harmony to tell a compelling story. From the thoughtfully designed brand mark, which symbolizes unity and support, to the carefully curated color palette that conveys a sense of calm and trust, each component was crafted to resonate with OWT’s diverse audience. The custom iconography, used across all platforms, reinforces key values such as connection, equity, and action.
The new OWT brandmark next to a mockup of the new email signature design.
The new color palette for OWT includes dark blue, emerald green, gold, ivory, grape purple, apple red, moss green, and ocean blue.
Icon designs for support, teamwork, data, action, change, connection, wellness, equity, impact, and celebration.
A grid of pages from the brand guidelines for OWT's new brand.
We designed a comprehensive brand guide that covers everything from voice and tone to typography, iconography, and photography and provides clear directives on how to apply the brand across various mediums.

Building new tools for brand expression

We crafted a strategy detailing how the brand could be brought to life across various touchpoints—digital platforms, print materials, and environmental graphics. One of the key tools is a versatile PowerPoint template with 52 master slides that serve as both practical templates and inspirational guides, showcasing how to effectively use color, typography, imagery, and other brand elements across different content types.
A flat lay of stationary designs that are simplistic and include the new OWT logo.
A photograph of the homepage of the new OWT website on an open laptop.
Enamel pins in the design of the new OWT brandmark.
A series of three social media template designs in the grape purple, ivory, and gold colorways.
The new PowerPoint template we designed for OWT includes a variety of slide designs, seen here in a grid.
These presentation templates give Oregon Well-Being Trust the tools to stay consistent and professional.
A grid of cover designs for the PowerPoint template, which uses the new iconography.
The team can use different icons and colorways to create multiple variations of the presentation cover.
A grid of content slide designs from the PowerPoint template.
The extensive suite of more than 50 templates provide the team with plenty of options.

We hired the team at Smith & Connors to help us at a pivotal moment of growth and evolution. They were thoughtful, strategic partners at every step who walked multiple stakeholder groups through complex change. It was a delight to work with them. Our new name and brand feel like a natural and exciting reflection of our work. Our story and the immense value Oregon Well-Being Trust brings our communities are now told in a credible, beautiful, and authentic way.
A headshot of Lauren Booth, Executive Director of Oregon Well-Being Trust

Project Scope

  • Brand Guidelines
  • Brand Strategy & Messaging
  • Core Messaging
  • Logo Design
  • Naming
  • Positioning
  • Print & Collateral Design
  • Visual Identity Systems
  • Voice & Tone Guidelines
  • Change Management
  • Interviews
  • Staff Engagement
  • Workshops & Focus Groups
  • Audience & Channel Analysis
  • Communications Strategy
  • Marketing Assets
  • Photography Direction
  • Presentations & Pitch Decks
  • Social Media
A screenshot of the 3Degrees homepage hero.