a name created by its members

Client

Stiftelsen Dam (formerly ExtraStiftelsen) helps to realise projects and research that promote physical and mental health, mastery, and quality of life. The foundation had 38 member organisations and supports projects ranging from small, local activities led by enthusiasts, to world-class research projects. Since its inception in 1993, Stiftelsen Dam has distributed NOK 4 billion to voluntary health projects across the country. 

Ambition

A new name for the organisation. Stiftelsen Dam wanted to create a stronger bond with its 38 member organisations, and the name therefore had to encompass interests and views by all these stakeholders. Before the name project, Brand Valley had been involved in developing the brand strategy and visual identity of the organisation. Stiftelsen Dam sought to build on this investment when they developed a new name. 

Context

The former name of Stiftelsen Dam, ExtraStiftelsen, was linked to the lottery game that was the foundation’s source of income. When the game was transferred to the National lottery organisation (Norsk Tipping) in 2016, ExtraStiftelsen gained a share of the national lottery income instead of being linked to a particular game. This led to a the need for a new name for the foundation. Simultaneously there was a need for greater awareness of the organisation, while limiting spending on communications, as the funds should go to charitable causes. 

Approach

The approach chosen was to engage key members in a collaborative process, where the members came up with suggestions for the name. Stiftelsen Dam has a wide range of members, and include organisations that work for equality for people with visual impairments, physical disabilities and so forth. The workshop therefore had to be inclusive and allow for participation with other means than the regular workshop tools. 

We designed a workshop with a preface, where the attendees received questions to help them prepare. Doing this in their own time gave them the opportunity to work at their own pace and the benefit of kick-starting the idea generation process (ideation) before we met. In the workshop we designed the ideation tasks to allow for different senses. We included both three-dimensional objects that were visible and at the same time could be felt, and music. The variety of ideas the group came up with from a three hour session was impressive. From the hundreds of ideas created, three potential name candidates were identified.  

After the workshop we worked with the client and continued the research and finally arrive at one of the proposed name alternatives – Stiftelsen Dam.

Outcome

The name Stiftelsen Dam plays on a Norwegian folktale, published by Peter Christen Asbjørnsen and Jørgen Moe 1841-1844, about the bird Dam. This is bird rescues the youngest of the twelve royal sons from a castle on an island. In this folktale the bird Dam is the bird that “should help you to go forward”, which is exactly the role of the foundation. For the foundation it is also an acronym: Deltakelse (participation), Aktivitet (activity), Mestring (mastery). These words represented the many facets of the foundation and are three key words that all the 38 member organisations could relate to. 

Stiftelsen Dam is a name with impact and strength, giving wings to those who apply for funds as well as to the foundation. At the same time it is rooted in Norwegian tradition and heritage. When launching the name, it was valuable for Stiftelsen Dam that the member organisations took ownership of it. The members took active part of building the brand.  

We wish to thank our client, Stiftelsen Dam, for an exciting project!

Other projects for Stiftelsen Dam: 

• Brand repositioning of ExtraStiftelsen (2014) 

• Visual identity of ExtraStiftelsen (2015)

• Design of LevVel (2016)

Read Other Client Stories