Case Study: Shift Work Forward sharpens its brand and unites partners with Social Driver

Shift Work Forward rebrands with Social Driver after engaging 5 stakeholder groups and testing 30-50 candidate names

The customer, Shift Work Forward (formerly National Fund for Workforce Solutions), faced a challenge where its original name created confusion and misaligned perceptions, suggesting a top-down, grantmaking hierarchy that hindered partner engagement. Social Driver provided strategic advisory services, including board engagement and naming frameworks, to help the organization rebrand and better reflect its peer-to-peer convening role in advancing racial equity and creating better jobs.

Social Driver implemented a research-first process that included stakeholder interviews and a rigorous naming framework, culminating in the new identity 'Shift Work Forward'. The solution included developing a complete visual identity, brand system, and a modern website. The results were a successful strategic reset that re-engaged over 30 network partners and provided a clearer, more impactful platform for the organization's mission, with leadership and board fully aligned behind the new brand.

Shift Work Forward