Connecting with All Federal Employees

NARFE is the premier organization for federal employees and retirees, offering expert guidance on federal benefits, advocacy, and resources to support their careers and retirement.

NARFE Logo

The Challenge

The National Active and Retired Federal Employees (NARFE) faced a serious disadvantage related to its name. Although the organization had long served as a trusted resource for federal employees, its full name, which highlighted Active and Retired, created a sense of exclusivity and risked deterring younger employees and those not yet close to retirement. After TGD conducted an external assessment and State Chapters and Federations held internal discussions, it became clear that a more inclusive and modern brand identity was needed to showcase the organization’s expertise and broaden its appeal.

Strategies

Branding & Strategy
Campaign Development
Conferences & Event Marketing
Web Design & Development
Videography Services

Solutions

TGD collaborated with NARFE to develop a rebranding strategy that would unify its mission and attract a wider membership base. The cornerstone of this rebranding effort was the decision to shift the organization’s name to its acronym, NARFE, eliminating the limiting connotations of “Active” and “Retired.” To further clarify NARFE’s value and expand its reach, TGD worked with the organization to develop and implement a new tagline: “Federal Benefits Experts.” This tagline highlights NARFE’s authority and expertise, inviting all federal employees to benefit from its resources and advocacy.

With the new name and tagline in place, TGD designed a modern and versatile logo to embody the refreshed identity. The logo reflects professionalism and trust, aligning with NARFE’s role as a leading resource for federal employees.

All together, TGD developed:

A Modern Logo: Designed to convey professionalism and trust.
Secondary Branding Solutions: Visual elements to enhance the brand across digital and print platforms.
Comprehensive Brand Guidelines: Ensuring consistent application of the new identity across communications and deliverables.
Brand Introduction Video: A dynamic video to introduce and explain the new brand to stakeholders and members.
Website Design: Providing a cohesive framework for a modern, user-friendly web presence.

Let’s Talk About Your Project.

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Results

The rebrand successfully positioned NARFE as a modern, inclusive organization while reinforcing its authority as a trusted resource for federal employees. The streamlined name and clear tagline made the organization’s mission immediately accessible, encouraging greater engagement from all segments of the federal workforce. With its updated visual identity and comprehensive branding guidelines, NARFE now presents a unified and professional image across all communications, strengthening its connection with both current and potential members.

Rebranding our 100-year-old association was a monumental effort, and TGD exceeded every expectation as our creative partner. From start to finish, they approached every stage of the process with insight, collaboration, and care—helping us shape a brand identity that truly captures who we are today and where we’re headed tomorrow. Their strategic vision, design excellence, and unwavering attention to detail brought our story to life with clarity, purpose, and impact.

Jenn Rafael

Senior Director, Communications and Technology, NARFE