DonorsChoose, the popular nonprofit crowdfunding platform for teachers, was launching a new product to create a new source of funding for classrooms while fulfilling an emerging need for parents. The product would be an online bookshop that specialized in curating books that centered and celebrated the stories of underrepresented communities—a first of its kind. Each purchase would help fund classroom needs for historically underfunded public schools across the country.

The team at DonorsChoose turned to Hyperakt, who they had previously worked with on their own rebrand, to name and brand the new bookshop. To help lead the work, Hyperakt turned to Studio Tomo’s Managing Director, James Wu, a former client and long-time friend and collaborator of the agency. James developed the brand positioning and personality for the bookshop, which served as the foundation for the development of its name.

After exploring hundreds of potential names, the team landed on ColorPop Books—the perfect name to reflect the spectrum of diverse stories made available through the bookshop. Not only does the name evoke excitement, surprise, energy, and a burst of beauty and creativity, it feels like an affirmation in and of itself.

Check out Hyperakt’s full case study to learn more.