Tag Archives: ILF’s new name

ILF Rebrand: Getting Through the Bad Names

A Rose by any other name would smell as sweet…

…unless that name is “Brella”

ILF renaming process rejects BRELLA

Ok, maybe I am jumping too far ahead in the telling of this part of the story. Maybe I am just making sure not to bury the lead. You can decide.

The short version of this post is: the first naming presentation with Rethink didn’t go very well.

The creative process isn’t easy (in fact it is HARD). Rethink, the agency helping us through the rebrand process, was a brave agency for taking on the challenge of renaming Indrani’s Light Foundation. They were tasked with dreaming up names that weren’t quite right, names that didn’t fit, and names that kind of, well, stunk.

Getting through the bad names was all part of the steps we needed to take on the journey to the good names, and Rethink did an amazing job of being patient, managing our emotions, taking our critiques, and continuing to move forward. 

A big thank you to Rethink for helping us through this process and discovering our new name.

Rethink broke the names up into themes, which we loved. The themes they identified were a great match for Indrani’s Light Foundation. So, let’s take a look at some of the names organized by theme (with a bit of commentary on each name):

Light and Positivity

From Rethink: Light as a theme is an excellent metaphor for the positivity and resilience required to be a domestic violence advocate. These names represent a guiding light for these people:

Everlight: Felt a bit too cultish, like maybe we would come to the training wearing robes.

Project Daylight: We didn’t feel like “Daylight” was very clear, but we did like the use of the word “Project.”

Project Lighthouse: we were worried this felt a bit religious, and we support advocates regardless of affiliation.

ILF renaming process rejects PROJECT LIGHTHOUSE


From Rethink: This theme is about restoring balance – convincing advocates to take a little bit back for themselves after all they’ve given to others.

Libri: From “Equilibrium.” This one made us think, and some of the team didn’t mind it, but it didn’t make our brand much clearer than “Indani’s Light”.

Project Balance: We liked the “Project,” but we don’t really feel like balance is something any of us can obtain. Harmony between work and life, maybe, but not balance.


From Rethink: This theme represents the wisdom of accepting help. It’s about dispersing the pressure in a way that makes advocates stronger, and in turn better able to help others.

Project Triangle: Triangles…triangulation…not the greatest shape in social work type situations.

ILF renaming process rejects PROJECT TRIANGLE

Kolmio or Silta: Finnish words for triangle and bridge. We didn’t feel using Finnish words would feel inclusive to our target audience.

Olev: An alternate spelling for “olive.” As in “Olev the other reindeer.” Nope.


From Rethink: This theme represents the inner strength and pragmatic defences the program provides to domestic violence advocates.

Brella: From “umbrella,” this name resulted in the most amazing facial and verbal expression from Indrani. When anyone on the team makes a confused or disgusted face we now call it “Brella Face” (so we kept this name…sort of).

Elo: Malagasy for “umbrella”, also Electric Light Orchestra, so, no. Also it didn’t feel right to appropriate another language’s word to which we have no connection or history.

Shelter Shield: The name of a condom company…maybe. A new name for ILF…NO! 

A lot of “NO!” names…so now what?

The team loved the different themes but the names were all just wrong. No one on the team could imagine introducing ourselves and saying that we worked for any of these new names. The team left the meeting feeling confused and unsure if renaming ILF was even a good idea.

Luckily, Rethink assured us these feelings were normal, bad names were part of the process, and their team, with the feedback, could head in new directions. We scheduled a second renaming meeting, and gave Rethink some time to get creative.

H.A.A.A? How About An Acronym?

The second meeting arrived and Rethink presented 10 more names, including the possibility of sticking with Indrani’s Light (and dropping the “Foundation”). However, there was no need to share 10 names, because after they had shared the very first name with the team, we were positive they had nailed it.

From Rethink’s presentation: “Renaming ILF is an opportunity to bring clarity to the organization’s purpose upfront. An acronym can help us clarify the lofty mission of ILF without adding too many words to the name. If you’re in the water, sometimes the water gets rough, and even the best swimmers among us need something to hold onto.”

And so ILF became: RAFT – Resilience for Advocates through Foundational Training

Visit our new landing page: www.raftcares.org

Advocates are dedicated to their jobs, they are passionate about their jobs, and they are good at their jobs. But all of this, like rough water, can fall apart when compassion fatigue and burnout take control. The training we provide at Indrani’s Light Foundation (RAFT) is something advocates can hold onto when things get rough, and pull themselves out of the rough water and back onto something more solid.

This name, we think, is clear, evokes emotions, is benefit driven, and matches the tone of how our team wants to be seen by the advocates we support.

What do you think of the new name? Let us know in the comments.

This is Part 6 of our rebrand story. Read previous articles about our rebrand below:

Part 1 Rebranding ILF: A Story of Change
Part 2 Our Brand’s Highs and Lows
Part 3 A Solidified Brand Profile
Part 4 Playing in the Visual Sandbox
Part 5 Naming is HARD

ILF Rebrand: Naming is HARD

Type “baby name books” into Amazon and you get over 10,000 results.

Baby name books on Amazon help us realize that naming is hard.

Type “baby names” into Google and you get 1,460,000,000 results in 0.65 seconds. Let’s take a moment to think about how crazy it is that Google can do that.

Naming a baby, a business, or in this case a nonprofit is hard.

Actually, after going through the process, let’s capitalize that:

Naming is HARD.

This capital letter HARDNESS of finding a new name for Indrani’s Light Foundation became even more challenging when we realized how emotional, especially for Indrani, the renaming process was going to be.

Indrani’s Light Foundation has had its name for 12 years, so deciding to change that name brought up a lot for Indrani. The team wants to honor and show deep gratitude for Indrani and her willingness to go through this process.

So, before we share a blog post about the actual renaming process (and some the of names we went through….there are a few doozies), we want to share this video of Indrani talking about the renaming process. Below she shares some examples of why this new name is such a great fit for the work we do at Indrani’s Light Foundation.

So yes, our new name is RAFT, Resilience for Advocates through Foundational Training. We all know what resilience means: the ability to recover from or adjust easily to misfortune or change. The foundational part is the stuff we teach, like the following:

  • How to set and keep a boundary. Brené Brown defines boundaries in her book Rising Strong as “simply our lists of what’s okay and what’s not okay.” Once we know how to set a boundary, then we have to set boundaries with everybody, especially the people who love us and the people we love.
  • How to say “no.” Many of us were taught to say “yes” to everything, even the things that aren’t good for us. Saying “no” brings freedom and joy.

This is Part 5 of our rebrand story. Read previous articles about our rebrand below:

Part 1 Rebranding ILF: A Story of Change
Part 2 Our Brand’s Highs and Lows
Part 3 A Solidified Brand Profile
Part 4 Playing in the Visual Sandbox