TechEquity

Background

A regional nonprofit reinvents itself for the national stage.

TechEquity, an Oakland-based advocacy group, mobilizes the tech community to address economic inequity, envisioning an industry that builds widespread prosperity. As the organization expanded its focus from local to national issues, particularly in housing and labor, it needed a brand identity to match its growing influence.

Challenge

Branding to branch out.

As TechEquity prepared to launch a strategic plan in 2024, the organization faced an inflection point: Its brand, rooted in Oakland, California, no longer reflected its national aspirations. The leadership team recognized the need for a new identity that would better convey complex tech, housing and labor issues to a broader audience while inspiring action from industry insiders and policymakers alike. To meet this challenge, TechEquity partnered with Sunup to align its visual identity with its evolving mission and growing impact.

Solution

A new identity rooted in a new strategic plan.

To prepare TechEquity for its next stage of growth, Sunup crafted an identity better aligned with the organization’s broader aspirations. We simplified the name, redesigned the logo to symbolize equality and developed a visual system emphasizing education and advocacy. We also equipped the TechEquity team with brand guidelines and a toolkit of templates to ensure a successful launch and effective ongoing activation.

Outcome

Positioned for continued growth.

The new brand identity has bolstered TechEquity’s broader outreach. The organization’s social media presence has grown substantially in both following and engagement. On the national stage, TechEquity has gained greater coverage in top-tier news outlets. And the refreshed brand accurately reflects TechEquity’s evolution, supporting its strategic vision while instilling greater pride among team members.

Testimonial

“TechEquity’s visual and verbal identity are now more reflective of how the organization has evolved and better support the impact we want to make to ensure tech’s evolution benefits everyone. We couldn’t be happier with the updated logo, brand and assets Sunup created for us. They did their homework to understand our work, as well as our strategic vision for our future work, and we had so much fun collaborating with them.”

Rosita Vivanco
Chief Strategy & Engagement Officer,
TechEquity