Client Profile: The Fresh Perspective Group
About the Client
The Fresh Perspective Group (TFPG) is a services firm on a mission to simplify the technology issues nonprofits face by putting people first. Established in 2024 by a highly experienced team, The Fresh Perspective Group offers technology services to nonprofits in the United States and Canada. When Jen Cole, TFPG’s CEO, was starting to build her all-star team and prepare for the company’s launch, she realized she needed to partner with a specialist to establish the company’s brand. Luckily, she had someone she trusted deeply already in mind. Jen reached out to Heather, Change Bomb’s principal consultant, in the spring of 2024 to kick off a brand strategy development project.
​
The Challenge
Jen’s passion project was known initially by her inner circle as Project Bliss. This exemplified how passionately Jen felt about building a values-focused company from the beginning–one that truly prioritizes people over profits. She knew she was going into an industry niche that was already quite competitive and crowded, so having a well-defined strategy for the company brand was crucial. Having been heavily involved in corporate brand strategy projects in the past, she knew she wanted to approach things differently for this initiative. Anticipating launching the company in September of 2024, her goal was to establish a clear vision for the brand so the team could hit the ground running in a short period of time. This means she needed a name for the company, a visual brand identity, and established brand messaging to have a strong foundation for launch.
The Solution
The beginning of this brand strategy engagement started with a 2-day working session in West Kelowna, where Jen lives and TFPG is headquartered. Heather and Jen went through a defined process to analyze competitors, understand true points of differentiation, and collaborate on options for the company’s name. They also worked together to get clear on the mission, vision, and values based on the deep reflection Jen had already done. The overall goal was to come to the founding team with a company name, established visual identity, and clarity around the mission, vision and values. With the foundation of this brand strategy in place, it was only a matter of getting the broader group’s buy-in. While going through this process, Heather also introduced Jen to a very talented graphic designer (shout out to Tony Kempen at Kempen Design!) who developed a selection of fresh and memorable visuals to strengthen the company’s brand. Mission accomplished: The Fresh Perspective Group was born!
​​
Second Phase and What's Next:
After the company’s founding team came on board in July of 2024, Heather had the immense privilege of staying on and supporting The Fresh Perspective Group in the capacity of marketing advisor. The initial focus was the go-to-market launch in September: developing website content, strategic communications, and other assets to support The Fresh Perspective Group’s introduction to the world. The ongoing advisory engagement saw Heather as an extension of the TFPG team, providing fractional marketing advisory and content development support to the talented in-house leaders.​​​​​