The Q crew is honored to have played a role in creating the new name and graphic identity for today’s Incompass Michigan.
Formerly known as MARO, the Michigan nonprofit selected Q to help create the brand as part of a strategic plan to better serve the needs of its statewide members amid a changing policy landscape.
After more than 35 years of growth and expansion of its services – along with some past confusion about their name – the MARO acronym was no longer effective. This Lansing-based group wanted a new name that better reflected their diverse membership and the holistic approach they take to serving their members.
Q’s process included an afternoon workshop with the organization’s leadership and directors, plus gathering insight about the brand landscape, industry trends, and naming criteria.
Our objective was to help establish a name and brand that conveyed the next step in the evolution of the organization’s brand, plus strengthen the organization’s leadership in the field and inspire members to join. The new brand needed to speak to a broad range of Michigan’s mission-driven organizations and human services providers, as well as partner organizations and policy makers.
Independence, inclusion, community, compassion, and Michigan were key themes that were important to convey. Through the exploration of a range of concepts, the name Incompass Michigan emerged as the right solution. The visual identity includes an arrow pointing “true north,” reflecting the role of the association as navigator – helping guide members and connecting them with resources to support them on their journey to providing quality comprehensive human services.
See more Incompass Michigan work in our portfolio.
Incompass Michigan is the statewide network of comprehensive human service providers working together to develop independence and achieve inclusive communities. Its members help thousands of residents all across Michigan to live, work, and play in their communities.