A decade or so into our existence, we decided it was time to learn from our successes and failures and pull our collective experiences into a clearer path forward. So, with support from our capacity development partner Maliasili, in 2018 we continued to redefine our strategy, clarify our internal organisational structure and give ourselves a fresh new look.
Our refined strategy clarified our vision and mission, and helped us establish the goals which will in turn enable us achieve our vision over the next five years. This then allowed us to further refine the structure of our programmes and the people responsible for them.
With regards to our brand, we reached a consensus that our current logo wasn’t capturing who we are – it showed scorched land and embodied an aged and heavy look. It was also a low resolution, pixelated JPEG file:
Through a branding workshop we identified key attributes that are core to SORALO’s values and approach:
- People and wildlife are interconnected and there is a strong desire and commitment to support co-existence.
- The landscape is diverse; it supports livelihoods, livestock and wildlife.
- The organisation is made up of community members.
- SORALO brings together landowners.
- The landscape is the last place owned by Maasai in Kenya and is rich in the Maasai culture.
As a team, we undertook a logo design process that brought all these elements together and were able to launch a new look in April 2018.