The Challenge
In 2024, as a parent company overseeing a network of trusted local institutions like WITF, LNP | LancasterOnline, and The Steinman Institute, WITF Inc., sought a name and identity that could bridge its diverse portfolio, align internal teams, while articulating its broader public mission: to connect and inform communities across Central Pennsylvania. The moment called for creating a resonant name, a compelling narrative, a unified voice, and a communications strategy that could carry weight across audiences and mediums.
The Strategy
Yulu approached the rebrand as a deeply collaborative and evidence-informed process:
- Conducted key voices interviews with internal and external stakeholders to surface insights on identity, aspirations, and concerns.
- Completed a benchmarking report, researching best practices and comparable organizations to position WITF competitively and meaningfully.
- Crafted a narrative framework, north star statement, and value proposition to align all parts of the organization under a shared purpose.
- Led multiple rounds of naming ideation and validation, consulting on intellectual property and viability of shortlisted names.
- Developed all public-facing communications materials, including a press release, fact sheet, rebrand rollout checklist, and a proactive issues response plan.
The result of this process was the name Pennon – symbolizing a banner that brings people together, rooted in a sense of pride, direction, and collective identity.
The Impact
Yulu’s rebrand strategy and execution provided Pennon with the tools and confidence to launch its new identity boldly and effectively:
- Successfully transitioned from WITF to Pennon, establishing a clear, inspiring identity embraced by internal teams and external audiences
- Internal and external stakeholders rallied around the new name and narrative, enhancing morale, clarity, and engagement
- The press release received 6,000+ views, with notable coverage from Washington Daily News and American Press and a potential reach of 153.4M
Together, we helped Pennon not just change its name, but step confidently into its role as a trusted convener, connector, and civic leader for Central Pennsylvania.
Looking to elevate your rebrand through a collaborative social purpose strategy? Call or email us to set up a call at socialimpact@yulupr.com or +1 604-558-1656. Let’s build something impactful together.
