CASE STUDY

RiseUp Partnership

(Formerly RiseUp Red Wing)

The Opportunity

RiseUp Partnership is dedicated to unlocking the potential of Minnesota’s youth in Goodhue County. It’s a collaborative effort between the region’s most trusted leaders in youth-focused direct-service and collective impact work.

To better serve the needs of its community, the organization has evolved over time. In 2022, Red Wing Youth Outreach and Every Hand Joined merged to become RiseUp Red Wing. Then, in 2024, the initiative’s work expanded its geographical scope and became the RiseUp Partnership of today. 

This strategic union provided a critical opportunity to better support families, serve as a convener of place-based partnerships, and meet the needs of Minnesota’s youth by combining forces across sectors.

At each of these pivotal moments, the newly expanded organization required fresh branding and messaging that would reflect the growth of its impact beyond direct service. They were critical moments to highlight the unique strengths each partner brought to the table and to tell their story in a compelling and cohesive way. But a more foundational change was needed as well: it was a chance to shift perspectives and help youth become leaders in their communities. 

CATEGORIES OF WORK

  • Branding 

  • Communications strategy

  • Community engagement 

  • Content creation

  • Creative design

  • Digital marketing

  • Fundraising support

  • Messaging

  • Public + media relations

  • Report design

  • Video production

  • Web design + development

The Solution

In keeping with RiseUp Partnership’s collaborative spirit, Buoy brought together stakeholders from every corner of the community for this project. Our expertise in the world of collective impact and place-based partnerships enabled us to quickly grasp the nuances of the changes that were occurring — every step was an opportunity for fresh collaboration. 

We needed to marry the language of the existing direct service work with the new, broader movements. Buoy created a dynamic, modern visual identity designed to feel welcoming to a diverse range of audiences. To ensure the voices of Minnesota’s youth rose above the rest, we worked with a group of local youth who provided input on the new color palette, helped us align on values, and write a new mission statement.

After unanimous Board approval, we developed a comprehensive communications plan and began rolling out the foundational collateral: a redesigned website, introductory video, brand ambassador training, social media content calendar and management, printed materials, media relations, and a relaunched email series. 

We continue to partner closely with RiseUp Partnership on every level — supporting the ongoing execution of the original communications plan, coordinating fundraising events, writing grant proposals, developing pitch materials, and creating all external collateral. 

The Impact

The initial RiseUp Red Wing rebrand first rolled out in October 2022 to statewide accolades. Since then, Buoy has supported the organization in securing more than $2 million in donations, grants, and government funding. 

The comprehensive transformation, from the new website to a suite of materials, has helped the organization connect with dozens of new partners. That, in turn, has enabled RiseUp Partnership to expand its programming, serving thousands more youth of all ages, as well as their families. 

Today, RiseUp Partnership is held up as a national model of collective impact that authentically centers the perspectives of youth in community decision-making. By making the shift to asset-based language and focusing on their inherent strengths, this community has become a place where youth can fully unleash their potential. 

"We were deep in the weeds of a complex rebrand and feeling overwhelmed after talking with agency after agency that didn't get us. From the first meeting with Buoy, it was different. They didn’t just understand our mission, they saw it, felt it, and reflected it back to us more clearly than we’d ever been able to articulate ourselves.

From that point on, they’ve been true partners in every sense: creative, strategic, grounded, and somehow always five steps ahead. Every conversation is filled with thoughtfulness, intention, and humor. Every deliverable is infused with care, clarity, and brilliance. When they say they can do anything in marketing and communications, believe them. And more importantly, trust them."

— Mandy Arden, Executive Director, RiseUp Partnership

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