Palestinian nonprofit brand strategy
United Palestinian Appeal

Nonprofit Brand Strategy

Washington, DC // Ramallah and Gaza, Palestine // Amman, Jordan

The Challenge

The leading U.S. nonprofit for the Palestinian cause

The UPA works to alleviate the suffering of Palestinians in the West Bank, Gaza Strip, and refugee camps throughout the Middle East. They are the leading authority in Palestinian relief, having been established in the 1970s and recognized worldwide for their contributions to the long-term socioeconomic and cultural development of Palestinian society.


With big changes and goals on the horizon, they engaged our team and our colleagues to assist with both internal change management and outreach/projection of a revised brand image.

The Strategy

Our involvement with the United Palestinian Appeal will be to support their internal and external brand needs:

  • We have been consulted directly with the UPA for their brand revise, as well as how to get buy-in for upgrading a longstanding brand from within the team.
  • We have conducted brand consulting, brand audit, visual upgrade, and presented a number of  logo design options to correlate to their active future brand goals.
  • We anticipate assisting the UPA with a website redesign. Details to come.
  • In collaboration with our colleagues at Quiet Confidence Consulting, we have supported the UPA’s change management goals, which includes internal restructuring, improved SOPs and internal communications, and implementation of a 5-year strategic plan for growth, outreach, and organizational management.