The Alliance for Early Success | New Look, New Name, Same Incredible Mission

Alliance for Early SuccessChallenge

In December 2012, GroundFloor Media (GFM) partnered with the Birth to Five Policy Alliance, a nonprofit organization dedicated to improving state policies for young children, to design and create a new identity and corresponding website. To better highlights its mission and audience, the organization decided to change its name to The Alliance for Early Success. Doing so required an all-new look for a group that had strong brand identity as Birth to Five Policy Alliance.


In addition to creating a new corporate identity package, including a new logo, revised branding and a new website with an SEO strategy, GFM also developed an integrated PR plan to launch the new identity within a 12-week period, allowing the group to time the unveiling of the new name and look to a large industry event.

Based on the results of a design exploration survey and a creative brief, GFM provided five custom logo designs and, after three rounds of revisions, achieved the final design. Concurrently, the GFM team began drafting the website wireframes and architecture, working closely with the client to understand the user habits of its current and projected audience.

The GFM team worked on the GUIs (graphical user interfaces) to bring life and color to the website wireframes that, until this point, acted as a black-and-white skeleton for the site. GFM delivered three design concepts within the GUIs and obtained client approval to begin laying out the entire 30+ page website.

Designing the Alliance’s new site to attract readers posed a dual challenge: optimizing the content, as well as promoting the refreshed brand image. Balancing the need to associate the new name with page content, GFM reviewed each web page then generated and installed unique and descriptive metadata such as titles, descriptions and keyword sets for each page.

While the design and web work were being completed, GFM’s communications team developed a strategic communication outreach plan targeting Alliance stakeholders and traditional/online media. Tactics included drafting an email to key stakeholders from the executive director, creating a press release announcing the new name and logo, and developing social media recommendations.


The final website ( launched on time for the Alliance’s large event on May 12. The client response was overwhelmingly positive, and included a note to GFM with this kudos: “We LOVE the new site and think it is elegant, clean, and communicates what we are trying to communicate. It also is modern and up to date so that we are using blogging and the Resources and the main updates to the site going forward, rather than posting things randomly all over the site. Thank you for working with us to define what we needed, for your thoughtful advice, for your design aesthetic, for the PR strategy, the smart SEO magic, and for all your hard work along the way.”

The press release was posted to Business Wire, was viewed 1,100 times within the first week and was posted on 364 news sites, including Yahoo!Finance, CBS Moneywatch, Boston Globe, MarketWatch, Miami Herald, San Jose Mercury News, UPI and a variety of television station sites.