The Challenge
Southern Research, a nonprofit that has developed seven FDA-approved cancer drugs, tests half of the active chemotherapies in the U.S., and leads innovation in clean energy, air, and water technologies, faced a challenge: its diverse business portfolio made it difficult to communicate its mission clearly.
Brian Pia led the creation of a comprehensive rebranding strategy to unify the organization’s image and messaging.
The Work
Brian and his team conducted extensive research, interviewing 60 executives, managers, and clients to understand the complexities of the organization. He restructured Southern Research’s communication strategy around one unified vision: “Solving the World’s Hardest Problems.”
They overhauled the organization’s website, social media, and messaging, simplifying complex topics into clear, compelling narratives. A new video captured the core mission and achievements, highlighting the impactful work of scientists and engineers in both research and development. This clarity resonated with stakeholders, building trust and reinforcing Southern Research’s commitment to solving global challenges.
The Results
The rebranding program led to significant growth: Southern Research saw an 11% increase in revenue and a 44% rise in donations.
The strategic alignment of messaging with organizational goals helped improve both its public image and bottom line.
This rebranding effort positioned Southern Research not only as a leader in science and technology but also as an organization dedicated to advancing global well-being.