Introduction
Founded in 1973 as an independent nonprofit, Humanities ND was established with a clear mission: to enrich communities through lifelong learning. Originally focused on distributing grants, the organization quietly supported educational and cultural initiatives across North Dakota for decades. Over time, Humanities ND evolved. The organization expanded beyond grantmaking to offer online programs and engaging learning experiences. Today, the organization continues to uphold its commitment of making lifelong learning affordable, accessible, and meaningful.
The Challenge
While Humanities ND delivered meaningful, high-quality programming, the brand name created friction.
The name required explanation and made it harder for new audiences to quickly understand what the organization offered. This slowed brand awareness and placed unnecessary barriers in front of potential donors and members.
The organization needed clarity. Not just a new name, but a name that aligned with how people experienced the brand today, and where it was headed next.
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The Solutions
Our main goal was to discover the true public’s perception of the name, craft a clear brand story, and then move forward with a name that would bring the brand story to life.
We began with a survey to understand how the existing name was being perceived and where confusion was occurring. The research revealed how the two target audiences (Active Retired Wife, and Retired Family Man) were interpreting the brand.
The results showed that while the organization’s mission resonated, the name and surrounding language did not. Sporty metaphors and themes created a disconnect, making the brand feel misaligned with the educational experience audiences were actually seeking.
We analyzed the insights from our target audiences members regarding the brand:
- Both groups ranked the name around 6/10 in terms of memorability.
- The emotional attachment to any aspect of the brand ranked 2-3 out of 5, showing a neutral attachment, and indication that a name change would be welcomed.
Using this data, we built a strategic blueprint to guide decision-making. We anchored the brand in two archetypes, The Sage and The Hero. This led to a custom Archetype: The Fun, Wildly Engaging English Teacher. Smart, approachable, and curious, without feeling stuffy or inaccessible.
The blueprint revealed Humanities’ unique brand differentiators through a SWOT analysis:
- Focuses on sustainable, lifelong learning as opposed to learn & burn information-accumulation form
- Offers online, hybrid, and in-person courses
- Fun & light-hearted personality; joyful
- Specifically serves the ND community
With a clear picture of Humanities’ brand personality, and who the brand needed to speak to, it was time to ideate names.
Collectively, it was decided that a REAL WORD / COMBINATION format would serve the brand best, and mitigate the issue of having to explain what the name means and what the organization offers.
From there, our naming criteria was decided:
- Educational: Does it speak to the educational nature of your program?
- Joyful: Does it evoke an uplifting feeling?
- Mature: Does it have a mature and professional tone?
- Bright: Does it suggest clarity and insight?
- Approachable: Does it feel welcoming and inclusive?
We evaluated a range of potential name ideas using this criteria, including:
- LifeLearn
- Brain Stretch
- Human Institute
- Nimble
- The Curiosity Collective
During this exploration, the Humanities ND team also proposed an option: The Study. The option checked the boxes: it implied education, and insight. It was mature, and uplifting.
Rather than relying on instinct alone, we tested the name directly against the existing brand to understand appeal and alignment with the organization’s mission.
Survey results showed a strong preference.
72% percent of respondents found The Study more appealing than Humanities ND, and participants rated it higher for conveying the mission of lifelong learning through events and online programs.
The consensus was clear: The Study was an excellent fit for the non-profit.
The Results
With a name in hand that audiences immediately understood and responded to, Humanities ND moved forward with confidence during an unprecedented year of federal funding changes. Today, The Study serves as an approachable platform for world-class lifelong learning experiences across North Dakota.
You can explore their offerings and support their work here.
Note: Visual identity shown in use. Brand design by The Study.
