Merging for a Greater Cause: The Challenge of Creating a New Brand Name

The Situation

Two respected Arizona non-profits, M.A.R.C Community Resources and Partners in Recovery (PIR), shared a common mission: improving the lives of individuals and families in their communities. But they also shared common challenges in fundraising, resources, and growth.

When leadership from both organizations began exploring a merger, they saw the potential to make an even greater impact together. Yet, combining two established teams came with tension. Employees loyal to their original organizations viewed the other as competition, and early attempts to find common ground—including brainstorming a new name—failed to gain consensus.

The challenge was clear: create a new brand identity that would unite both cultures, honor their shared legacy, and inspire confidence in a collective future.

Our Solution

We worked with a cross-organizational steering committee through a structured naming process designed to uncover shared values, themes, and language that could bridge both organizations.

Our goal was to find a name that:

• Reflected a sense of unity and purpose,
• Acknowledged their Arizona roots, and
• Conveyed hope, health, and forward momentum without tying the organization to its past or geography.

Through collaborative workshops and rounds of ideation, we explored dozens of potential names—ranging from hybrids of the original identities to bold, future-focused concepts.

The breakthrough came with COPA Health:

• “COPA” pays homage to the shared origin—Maricopa County—while taking on new meaning as a stand-alone, modern brand name.
• “Health” clearly conveys the organization’s mission and focus, grounding the name in service and care.

We validated the name through domain and trademark research to ensure it was available, protectable, and distinctive in the marketplace.

The Outcomes & Results

COPA Health quickly became more than just a name, it became a rallying point for unity and shared purpose.

• Employees from both organizations embraced the new identity, seeing themselves as part of something larger than before.
• The community and partners responded positively, recognizing COPA Health as a trusted, modern, and compassionate organization.
• The name has proven memorable, scalable, and adaptable as the organization continues to grow and expand its services.

By developing a name that was short, simple, and meaningful, the new brand successfully bridged two legacies while opening the door to a stronger, more cohesive future.

Takeaway:

A well-crafted name can do more than identify an organization—it can unite people, honor the past, and signal a bold vision for what’s next.