Case Studies
Rebranding a U.S. Federal Agency Empowering Minority Businesses
CHALLENGE.
The Minority Business Development Agency (MBDA) is an agency within the U.S. Department of Commerce that promotes growth and competitiveness of the country’s minority-owned businesses, including Hispanic and Latino American, Asian Pacific American, African American, and Native American businesses. In November 2021, the Agency became a permanent Agency through the Bipartisan Infrastructure Law. With the goal of establishing itself as a new and refreshed organization catering to a more expanded audience while also being taken as a serious government agency, MBDA set out to get a new logo and brand identity.
SERVICES
- Design of MBDA Logo, Seal and Visual Identity
- Design of CRP Logo and Visual Identity
- Brand Style Guide Development for MBDA and CRP
- Brand Rollout Consultation for all Key Stakeholders
- Branding of 50+ MBDA Business Centers and Programs
- PowerPoint Deck Design
- Design & Print of Marketing Materials
- Creative Marketing Support
Solution.
MBDA selected TriVision as the creative agency to rebrand MBDA, which involved a brand new logo design, seal design, brand style guide, and other marketing collateral. To kick off the project, TriVision conducted in-depth research and discovery sessions with MBDA leadership and key stakeholders to fully understand their goals, challenges, and the motivations behind their rebranding.
TriVision was able to successfully develop a new brand identity and logo for MBDA that is modern, distinct, and meaningful while still preserving its connection to its past heritage. The rebranding effort spanned nearly 50 MBDA business centers, programs, and specialty centers across the nation, creating a cohesive visual identity across all platforms.
In addition to rebranding MBDA, the Agency needed help in developing a completely new brand identity for its Capital Readiness Program (CRP), a $125 million technical assistance program that launched in 2023, marking it the largest investment to support underserved entrepreneurs in the history of the Commerce Department. A total of 43 awardees were announced for CRP whom TriVision assisted in the brand rollout.
As their trusted creative partner, TriVision has worked closely with the MBDA team to bring their vision to life through a range of impactful design and printing projects. These include creating visually striking banners for events, designing polished and professional PowerPoint decks for presentations, and producing a variety of branded promotional items that effectively enhance their outreach efforts. Through collaboration and innovative solutions, TriVision continues to play a key role in elevating MBDA’s brand presence and communication strategies.
RESULTS.
The rebranding of MBDA marks a key moment in the Agency’s ongoing mission to support Small, Emerging, and Minority-Owned Businesses. All brand identities for MBDA, MBDA sub-brands and CRP developed by TriVision were received exceptionally well across their leadership and key stakeholders involved. Our engagement with the MBDA team is ongoing as we are assisting them in other creative marketing initiatives to meet the demands of their nearly 50 different business centers, programs and specialty centers across the country.
