Rebrands
Accola
Clarifying Purpose: The Rebrand that Brought a Bold New Vision to Life
Project Overview
The Sisters of St. Joseph (CSJ) Foundation, now known as Accola, is a nonprofit organization with a deep-rooted mission to serve the community through its three distinct ministries. Faced with the need to unify these ministries and their foundation under one cohesive brand, the organization sought a partner to bring clarity and alignment to their identity. Their goal was to create a strong, unified presence that would amplify their impact and better connect with the people they serve.
After issuing a Request for Proposal (RFP), CSJ selected Mercury Creative Group as their brand management partner. Our extensive experience with mission-driven organizations, combined with our willingness to ask challenging questions and engage deeply in the process, made us the clear choice to help evolve their identity and build a strategic foundation for their future success.
Client Goals and Communications Challenge
The organization needed to bring together its three ministries and foundation under one clear and unified brand. With each entity using its own website, newsletter, and communication materials, their messaging was inconsistent and confusing for their audiences.
Their goal was to create a strong, unified brand presence that would amplify their mission, resonate with stakeholders, and streamline communication across all channels. Central to this effort was identifying an overarching name, logo, and brand style that clearly conveyed their mission while being attention-grabbing, memorable, and relevant to diverse audiences—including the Twin Cities metropolitan community, donors, staff, volunteers, board members, and the CSJ community.
Beyond the visuals, they also needed strategic messaging and brand guidelines to ensure consistent, impactful storytelling to reflect their values and deepen their connection with the people they serve.
Project Challenges
Leading the Accola rebranding project required navigating a dynamic and evolving landscape. Our team collaborated with a select group of board members, teammates, and volunteers, but reaching consensus among such a diverse group proved challenging at times. Midway through the project, the organization hired a new executive director, adding another layer of complexity as we worked to bring him up to speed while maintaining project momentum.
At Mercury Creative Group, we embrace the belief that tension and challenges are catalysts for meaningful change. By leaning into these moments, we facilitated open dialogue and thoughtful decision-making, ultimately guiding the project to a place of clarity and alignment. This commitment ensured that the final brand truly reflected the shared vision of the organization and its stakeholders.
“Mercury Creative Group’s thoughtful approach helped us uncover our true purpose. We are very pleased with the results and the findings the team presented, we believe this will set us up for future growth and a lasting impact.”
— Accola leadership
Project Focus
The transformation of the Sisters of St. Joseph (CSJ) Foundation into Accola was driven by a bold vision to unify their ministries under a cohesive identity, enabling a deeper connection with their audiences and a stronger impact in their community. Mercury Creative Group partnered with the organization to lead this rebranding effort, leveraging our proven “strategy first, design second” approach.
Our work began with understanding Accola’s core values of compassion, inclusion, and justice, as well as their manifesto of fostering bold, transformative change. Through collaborative discovery, we defined their essential value—“Spirit”—and crafted a compelling narrative that reflected their mission to create a more equitable society. The new name, Accola, means “neighbor,” and represents their mission to welcome neighbors, build community, and foster justice through bold, compassionate programs that respond to the needs of the time.
In addition to a new name, Mercury Creative Group developed brand guidelines and messaging that align with Accola’s identity as a community of changemakers. Key elements such as their value proposition, visual identity, and messaging hierarchy ensure that their communications resonate with stakeholders and inspire action.
With this comprehensive rebranding, Accola is equipped to amplify its mission, inspire its community, and create lasting change for those they serve.
Results
The rebranding of the Sisters of St. Joseph Foundation to Accola delivered transformative results, equipping the organization with a strong and enduring brand foundation. The unified and bold new name reflects their mission and positions them for long-term success. With a cohesive identity and strategic messaging, Accola now resonates deeply with their ideal audience—donors, volunteers, and community partners alike—creating stronger connections and building trust.
This alignment has already sparked positive momentum, allowing Accola to attract new supporters and engage their community more effectively. Their redefined brand empowers them to grow their impact, ensuring they can continue to serve and uplift the communities that need them most for years to come.
“Accola is more than a name—I have confidence that we will be successful in our future endeavors, I give Mercury the credit for getting us there” shared a member of the leadership team.
