# Rebranding of the new World IA Association Any rebranding project is a massive undertaking. As part of a nonprofit organization run by volunteers, the rebranding of World Information Architecture Day started in summer 2021 and was officially revealed December 2021. The cumulation of this project resulted in written form: a Medium article written with Andrea Rosenbusch, fellow co-president of the new World Information Architecture Association. Read the article on Medium, [Introducing the new World Information Architecture Association](https://medium.com/worldiaday/introducing-the-new-world-information-architecture-association-200cb2a15442?ref=graceglau.com)  The public announcement shared on December 7, 2021 ## The Journey ![[Pasted image 20250111220806.png]] Rebranding Workshop started with organization mission, June 2021. One of our frames focused on the question "What is our mission? What is our claim" to see if we could distill the main objective of the organization into a few words. ![[Pasted image 20250111220933.png]] Thinking about tag lines... Eventually we dropped this since we kept going back to the current tag line "Local connections. Global Impact" June 2021 ![[Pasted image 20250111220958.png]] We wanted to keep the same syntax "World IA" + something. Brainstorming organization names, June 2021 - Brainstorming - Board discussions - Designing a blind poll to share with global board and community advisors - Crafting the public announcement - Brand alignment on social media, documentation, and other communication rollout - Community research project - ... more stuff that hasn't yet been included ## The Outcome Once the announcement went out, we started receiving acknowledgement from notable people in the information architecture community. ![[Pasted image 20250111221113.png]] [Twitter Acknowledgement](https://twitter.com/morville/status/1468363193542139904?s=20&ref=graceglau.com) from Peter Morville, co-author of a pivotable book in the community, "Information Architecture for the World Wide Web" ![[Pasted image 20250111221303.png]] [Twitter acknowledgement](https://twitter.com/inkblurt/status/1468421847272370176?s=20&ref=graceglau.com) from [[Andrew Hinton]], another notable speaker and author of "Understanding Context" ## Learnings There's still more that hasn't been done. It's too soon to say what I learned from this. But... at face value, considerations for rebranding an organization take a lot of strategic planning and communication. I've only scratched the surface of this rebranding. Last updated: 2021-12-07