• Non-Profit

Naming, Branding, and Website Design for Unity Bay

Reimagined a legacy non-profit’s identity through a full-scale renaming and digital overhaul to better serve the Moncks Corner community.

The Challenge

For decades, the organization operated as “Berkeley Citizens.” While established, the name felt clinical and didn’t reflect the active, supportive nature of their work in Moncks Corner. They needed a complete identity shift—starting with a new name—that felt approachable, modern, and deeply connected to their coastal South Carolina roots. The goal was to move away from a “government agency” feel toward a brand that symbolized community and progress.

The Solution

We led the transition to the new name: Unity Bay. We built the visual identity around a sailboat icon to represent resilience and moving forward together. This coastal theme was carried through to a high-performance website designed to act as a community resource hub. By using a bright, uplifting color palette and clear navigation, we turned a dated corporate presence into an inviting digital home that actually resonates with the families they serve.

A New Name for a New Chapter

When a non-profit has been a staple in the community for years, changing the name is a big move. For Unity Bay (formerly Berkeley Citizens), the goal was to align their outward appearance with the high-energy support they provide every day in Moncks Corner. We worked with their leadership to build a brand that feels less like a clinical service and more like a community partner.

  • Strategic Renaming: We moved from a geographic, formal name to “Unity Bay.” This creates an immediate feeling of collaboration and peace, grounding the organization in the coastal character of the Lowcountry.
  • Symbolic Identity: The new logo features a sailboat navigating the water. It’s a simple, recognizable mark that symbolizes progress and the idea that the community is “all in the same boat.”
  • Resource-Focused Website: The new digital platform isn’t just about information; it’s about accessibility. We used wave motifs and a clean layout to make sure that visitors looking for support can find what they need without the typical “non-profit clutter.”

The result is a total brand evolution. Unity Bay now has a professional, cohesive identity that makes them more approachable to donors, partners, and—most importantly—the people who rely on their services. It’s a fresh start that honors their history while giving them the tools to grow.

Has your organization outgrown its name?

Let’s build a brand that reflects who you are today and where you’re headed tomorrow.