Siegelvision’s work with NYC-based nonprofit Breaking Ground (formerly Common Ground), which builds housing for chronically homeless and mentally ill New Yorkers, was recently mentioned in the New York Times and Crain’s New York.

“After 25 years, the organization decided its old moniker no longer fit its vision for developing housing for the homeless and low-income New Yorkers,” writes Crain’s.

We wanted a name that reflects the history of restoring structures and building as well to reflect what we do to help people restore their lives and become successful once again. —Breaking Ground President and CEO Brenda Rosen.

“‘Common’ no longer seemed to suggest shared goals…rather, it had begun to connote ‘ordinary,'” Dan Sheehan, group creative director at Siegelvision, told the New York Times. The New York Times article goes on to explain how important and involved rebranding efforts can be: “a rebranding can take months. In the most involved efforts, consultants conduct one-on-one interviews with current and former employees, clients, contributors and staff members at government agencies that provide nonprofits with financing.”

Read the full NYT article here: http://www.nytimes.com/2015/12/02/nyregion/nonprofits-aiming-for-relevance-try-on-new-names.html?

Read the full Crain’s article here: http://www.crainsnewyork.com/article/20151023/REAL_ESTATE/151029913/builder-of-supportive-housing-breaks-ground-on-two-bronx-projects