OVERVIEW

Leading on Opportunity (LOO) is an NPO addressing the crisis of economic immobility in Charlotte-Mecklenburg. LOO supports community partners by using strategy, policy, and data to help solve complex community challenges. 

OBJECTIVE

Due to the intangible nature of its work, and the incremental progress made on generational and systemic issues, LOO was struggling to clarify its core identity and purpose to key stakeholders.  Orbital Socket was tasked with evaluating, defining, and clarify the message and purpose of LOO.

RESULTS

Orbital Socket developed a new brand strategy and brand identity that resonated with the key stakeholders.  

WORK

The new logo references Charlotte’s iconic skyline creating a more intimate and immediate connection with the region. The vivid colors of blue and orange, while still clean and neat, reduce the brand’s corporate heaviness and accentuate its commitment to bold and creative community collaboration. Directionally, the logo points upward and outward, a reminder of LOO’s guiding nature and its ever-increasing goal of empowered community.