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Front Step
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overview
Designing a Naming Process for Consensus and Confidence
Northern Missoula Community Development Corporation (NMCDC) came to Friday after starting a naming process that wasn’t landing. New names were being generated, but none felt aligned with the organization’s history, activism, and role in Missoula’s housing movement. The board needed confidence. Staff needed ownership. And the timeline and budget required forward momentum.
challenge
NMCDC needed more than a new name. They needed a decision-making process that restored confidence. Their previous attempt had generated options but not alignment. They required a rigorous, inclusive framework that balanced approachability with authority and reflected their identity as cultivators and defenders of community power.
insight
Naming is more than creative expression. It’s strategic positioning. By defining clear criteria rooted in their mission and community role, the board could evaluate names based on long-term resonance rather than instinct. Pairing language with early visual and messaging explorations allowed stakeholders to see what each path would mean in practice, reducing ambiguity and accelerating alignment.
solution
Friday led a step-by-step naming and brand development process that engaged board, staff, and community voices while maintaining speed and budget discipline. The result: Front Step Community Land Trust. Capturing action, welcome, and shared ownership, the new name and rebrand launched with a cohesive visual identity and messaging framework.
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“We began working with Friday on our rebrand after starting down another process that was not leading to results that felt like ‘us.’ We are so grateful to have been connected with Friday at this critical moment for our organization. We felt almost immediately that the Friday team understood the community role our organization played in the past and they asked the right questions that helped us figure out where to go next. Friday didn’t show up with a name or brand already decided. They instead led us through a thoughtful, inclusive process that invited our board, staff, and community into the journey. We are so happy with where we've arrived!”
Brittany Palmer
Executive Director, Front Step Community Land Trust
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