Kids Insight

Naming | To launch a new nonprofit offshoot of the Annie E. Casey Foundation, created a new name that fits its kid-focused mission and personality.

This new nonprofit venture had a clear mission: improve outcomes for kids in child welfare by measuring their emotional and social wellbeing from a 360° perspective and matching them with the right resources. To make this happen, they assembled a great team of partners and advisors who were experts in technology and child welfare. And they had support of the Annie E Casey Foundation, one of the 25 largest grant-making foundations in the country.

What they struggled with was a name.

The team wanted a clear, benefit-oriented name that would help communicate the company’s mission, yet maintain a kid-focused tone. The name also needed to work alongside the Casey Foundation’s other major initiative “Kids Count.” Working with the leadership and an advisory group, we developed the name Kids Insight.

The new name represents the company’s focus on improving decision-making through data insights as well a broader commitment to child welfare.